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Running
head:
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
Master
of
Professional
Communication
Final
Project
Report:
Cyan
Social
Marketing
Ryan
Lloyd
&
Casey
Mortensen
Weber
State
University
Project
created
in
partial
fulfillment
for
the
Master
of
Professional
Communication
Program,
April
8,
2014
Master
of
Professional
Communication
Final
Project
Report:
Cyan
Social
Marketing
Table
of
Contents
Final
Project
Report
Project
Scope
……………………………………………………………………………………………1
Communication
Issues
to
Resolve…………………………………………………………….1
Audience
Analysis…………………………………………………………………………………….3
Competitor
Analysis………………...……………………………………………………………….4
Communication
Goals………………………………………………………………………………5
Literature
Review…………………………………………………………………………………….6
Lessons
Learned……………………………………………………………………………………..12
Conclusion…..………………………………………………………………………………………….13
References...……………………………………………………………………………………………14
Appendices
Talk
for
me
Tees
Executive
Summary..……………………………..…………………...1-­‐A
Talk
for
me
Tees
Facebook
Tips,
Tricks
&
Stats…………………………………….1-­‐B
Talk
for
me
Tees
Review…………………….……………...………………………………….1-­‐C
Cyan
Wireframes
and
Mockup..…………………………………………………………….1-­‐D
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
1
Project
Scope
The
intent
of
this
project
was
to
start
Cyan
Social
Marketing,
a
small
social
media
consulting
firm
dedicated
to
helping
local
small
business
owners
with
their
social
media
marketing
needs.
During
the
course
of
the
project,
we
hoped
to
learn
about
the
process
of
starting
a
business,
as
well
as
applying
many
of
the
principles
we
had
learned
throughout
the
Masters
of
Professional
Communication
program.
Thus
far
Cyan
has
contracted
with
one
business
for
consulting
purposes.
Our
first
customer
experience
has
allowed
us
the
opportunity
to
determine
structure,
processes
and
services
provided.
Communication
Issues
to
Resolve
Social
media
is
a
growing
trend
in
the
consumer
market.
As
more
people
begin
to
use
social
media
in
their
everyday
lives
it
becomes
more
vital
that
businesses
reach
for
consumers
in
that
space.
It
has
long
been
known
in
the
marketing
world,
some
of
the
most
effective
advertising
is
done
in
the
spaces
where
consumers
already
are.
Each
day
larger
corporations
are
realizing
the
potential
of
social
media
and
are
investing
large
amounts
of
personnel
hours
and
time
into
their
social
media
strategies.
In
a
recent
ClickZ
article,
John
Elkaim
explains
the
growing
opportunity
businesses
have
to
utilize
social
media
as
a
marketing
tool.
“For
marketers,
this
is
the
opportunity
of
a
lifetime.
The
rapid
transition
from
mass
to
social
media
presents
the
opportunity
to
create
impactful,
relevant
marketing
messages.
This
data-­‐powered
personalized
marketing
approach
is
not
only
much
more
effective,
but
also
more
cost-­‐efficient
and
scalable”
(Elkiam,
2013).
Therefore
the
question
is
not
if
and
how
social
media
is
a
relevant
marketing
tool,
but
more
about
how
to
find
opportunities
to
provide
consultation
services
to
small
business
looking
to
utilize
the
existing
sphere.
Cyan
Social
Marketing
is
designed
to
help
small
to
medium-­‐
sized
businesses
with
their
social
media
marketing
efforts
that
lack
the
manpower
and
resources
or
knowledge
to
grow
their
businesses
using
social
media.
The
communication
issues
we
had
to
resolve
during
project
were
two-­‐fold:
1. We had to get our own business off the ground and determine if our business model was
viable. The key to this was developing effective ways to communicate the importance of
social media to small businesses.
2. We had to learn about each client and their unique circumstances. Moving forward, we
have learned we need to determine things like:
a. How can they use social media most effectively?
b. What platforms make sense for their business to use?
c. Who are their key audiences?
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
2
Until
now,
neither
business
owner
had
owned
a
business
or
had
any
advanced
education
in
how
to
do
so.
As
part
of
this
project
we
sought
the
advice
of
free
business
resources
available
through
the
small
business
center
at
Weber
State
University
as
well
as
other
services.
By
consulting
with
these
resources
and
gaining
experience
throughout
this
project,
we
hope
to
continue
to
overcome
obstacles
and
be
successful
with
this
business
venture.
Audience
Analysis
As
the
business
progresses,
it
has
been
determined
that
the
primary
audience
will
be
limited
by
region
and
size
of
operation.
Below
are
the
characteristics
of
the
business
owners
we
hope
to
attract:
v Size: Less than 500 employees
v Organization Types:
o Businesses
o Community service organization
o Religious organizations
v Location: Northern Utah
v Needs:
o Social media platform training
o Analysis of current social media strategy
o Posting and moderation of posts
o Direction and information on best practices
o Trying to increase engagement and customer base
Analysis
of
the
Wasatch
front
has
shown
there
are
upwards
of
60,000
small
businesses
in
the
area
largely
focused
on
business-­‐to-­‐consumer
(B2C)
business
models
rather
than
business-­‐to-­‐business
(B2B)
business
models.
(“Statistics
of
U.S.
Businesses,”
2010)
A
breakdown
of
the
number
of
small
businesses
in
each
one
of
these
categories
can
be
found
in
Figure
1.1.
The
criterion
for
Figure
1.1
was
small
businesses
located
within
zip
codes
along
the
Wasatch
front
with
a
B2C
focus
and
that
employ
less
than
500
employees.
(“Reference
USA
Utah
Business,”
2013)
Figure
1.1
Business
Category
Quantity
Targeted
Northern
Utah
Small
Businesses
64,853
Services
33,196
Health
Services
10,809
Business
Services
4,451
Engineering
and
Accounting/Management
Services
3,150
Personal
Services
3,143
Legal
Services
2,493
Auto
Repair
Services/Parking
2,198
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
3
Social
Services
1,967
Membership
Organizations
1,828
Miscellaneous
Repair
Services
1,373
Amusement
and
Recreation
Services
1,285
Educational
Services
1,199
Hotels
Rooming
Houses
and
Camps
305
Miscellaneous
Services
252
Motion
Pictures
220
Museums
and
Art
Galleries
86
Retail
and
Trade
13,298
Miscellaneous
Retail
4,065
Eating
and
Drinking
Places
2,989
Home
Furnishing
Stores
1,882
Auto
Dealers/Service
Stations
1,681
Food
Stores
1,496
Building
Material
Stores/Hardware
1,299
Apparel
and
Accessory
Stores
1,016
General
Merchandise
Stores
503
Financial,
Insurance,
and
Real
Estate
6,904
Construction
(Trade
contractors
and
single
family
home
construction)
4,589
Because
of
this
information,
we
believe
the
audience,
as
far
as
number
of
businesses,
is
sufficient
at
least
to
get
our
business
started.
As
mentioned
before,
the
great
thing
about
a
business
like
this
is
there
are
no
borders.
If
we
need
to
expand
the
business
geographically
we
can
do
so
very
easily
through
virtual
means,
without
having
a
physical
location.
In
talking
to
small
business
owners
we
found
many
of
them
are
aware
of
social
media
and
use
it
personally,
but
they
don’t
know
what
it
means
for
their
business.
They
don’t
know
the
steps
to
take
to
get
their
business
not
only
using
social
media,
but
using
it
effectively.
This
is
the
niche
we
plan
to
fill.
We’ll
help
these
small
businesses
by
crafting
a
social
media
plan
to
get
them
started
in
this
growing
communications
medium.
Even
with
this
information,
finding
organizations
interested
in
social
media
marketing
will
be
tricky.
Some
businesses
can
be
found
using
Internet
resources,
but
it’s
difficult
to
determine
what
companies
need
help
and
have
the
money
and
resources
to
implement
a
strategy.
We
anticipate
that
much
of
our
business
will
derive
from
word-­‐of-­‐mouth
marketing.
Gaining
a
client-­‐base
by
using
social
media
will
obviously
be
part
of
our
strategy.
Our
business
strategy
also
includes
networking
opportunities
like:
presenting
or
having
a
presence
at
small
business
conventions,
providing
incentives
for
current
clients
to
refer
other
business
owners
they
may
know
and
providing
free
courses
or
information
about
how
small
businesses
can
become
more
educated
on
social
media.
Focusing
on
finding
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
4
businesses
and
people
who
are
not
active
on
social
media,
but
want
to
be,
will
be
a
critical
success
factor.
Competitor
Analysis
An
analysis
of
the
potential
number
of
competitors
in
the
area
shows
that
there
are
397
registered
advertising/marketing
businesses
located
on
the
Wasatch
front.
Of
this
number
60
seem
to
have
a
focus
on
digital
media
marketing
strategy
specifically.
It
is
assumed
that
an
even
smaller
number
of
these
focus
on
social
media
marketing
as
a
specialty.
Small
business
owners
could
also
be
inclined
to
learn
from
self-­‐study
methods.
Therefore
some
of
our
biggest
competition
comes
from
books
and
Internet
resources.
This
is
obviously
a
cost
effective
solution
and
could
be
preferred
by
those
lacking
time
and
money.
There
is
plenty
of
online
material,
but
much
of
that
differs
in
opinions
and
can
be
confusing.
Excluding
online
resources,
below
is
a
brief
summary
of
the
most
relevant
competition:
v R&L
Marketing
Solutions
Basic
Overview:
The
information
on
this
company
is
a
little
vague.
They
seem
to
focus
more
on
web
design,
but
discuss
integrating
social
media
marketing
as
a
service.
Locations:
Logan,
UT
area.
Pricing:
They
offer
social
media
campaign
services
for
$299
per
month.
v Sitefury
Basic
Overview:
This
company’s
services
are
very
broad.
They
consult
on
websites,
content
management,
marketing,
SEO,
customer
acquisition,
strategy,
content
writing,
social
marketing,
ecommerce
and
mobile.
They
also
offer
web
development
services
and
technical
solutions
for
marketers.
Location:
Based
out
of
Provo,
UT
but
have
customers
across
the
western
US.
Pricing:
Pricing
varies
by
the
service
provided
but
range
from
$100
to
$500
per
page
or
platform.
v Oozle
Media
Basic
Overview:
Oozle
Media
specialize
in
creating
Internet
marketing
solutions.
Their
services
include
SEO,
pay-­‐per-­‐click,
social
media,
web
design,
ecommerce,
viral
videos
and
call
tracking.
They
specifically
state
that
they
are
geared
at
helping
small
to
medium
size
organizations.
Location:
Sandy,
UT
Pricing:
Unknown
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
5
v Face
It
Social
Media
Marketing
Basic
Overview:
This
company
has
a
broad
focus
on
social
media
marketing
and
specializes
in:
media
channels,
profile
creation
and
development,
site
maintenance,
reputation
monitoring,
social
media
platform
training,
seminars,
mobile
marketing,
QR
codes,
ghostwriting,
point
of
purchase
displays
and
strategic
planning.
Location:
They
are
based
out
of
Park
City,
UT
but
have
no
allegiance
to
Utah
or
small
businesses.
Pricing:
The
first
consultation
is
free
and
additional
pricing
is
based
on
company
needs.
v Codella
Marketing
Basic
Overview:
Pete
Codella
is
a
digital
PR
consultant.
He
specializes
in
messaging
and
content
creation
for
all
digital
platforms.
He
specifically
focuses
on
social
media
tools
and
techniques,
blogs,
online
newsrooms,
SEO,
communication
audits
and
website
strategy.
He
is
also
a
blogger
and
public
speaker.
He
is
local,
but
does
consultations
outside
of
Utah.
Location:
Bountiful,
UT
Pricing:
Pricing
is
not
specified.
However,
he
charges
for
both
consulting
and
event
speaking.
v Social
Media
Marketing
Books
Basic
Overview:
Books
like
Social
Media
Marketing
for
Dummies,
500
Social
Media
Marketing
Tips,
and
Likeable
Social
Media
provide
low
cost
ways
for
business
to
learn
how
to
engage
customers
using
social
media
outlets.
Pricing:
Cost
range
from
$10-­‐$30
All
of
these
major
competitors
provide
a
wide
range
of
services
and
have
capabilities
to
provide
in
depth
service.
Our
organization
is
hoping
that
by
specializing
and
keeping
costs
low,
we
can
be
competitive
in
this
marketing
sphere.
Communication
Goals
It
was
determined
that
it
was
best
to
divide
into
different
functions
by
business
owner.
There
was
obviously
some
overlap
between
the
responsibilities,
but
we
felt
it
was
imperative
to
our
success
to
have
one
of
us
designated
to
oversee
each
one
of
these
areas:
Ryan
Casey
Web
Development
Account
Management
Graphic
Design
Marketing
Project
Management
Social
Media
Strategy
Financial/Budget
Responsibilities
Financial/Budget
Responsibilities
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
6
In
order
to
have
a
successful
project,
certain
goals
and
objectives
had
to
be
achieved.
During
the
span
of
this
project
our
business
focused
on
the
following
goals:
v Apply the Principles Learned in the MPC Program – through real-world experiences and
knowledge of communication practices, Cyan hopes to continually:
o Use communication principles to communicate our own organization’s message over
social media.
o Assist other businesses in effectively communicating their message over social
media.
v Identify Organization Structure & Processes – through the competitor and audience
analysis, along with experience, our business solidified a business model that helps ensure
the operation is effective in both its outreach and services provided.
v Develop a Company Brand – through market research, we have enabled our company to be
recognizable. Based on the research we were able to create a brand that will speak to our
target audience, small businesses.
v Develop, Build and Maintain a Website –The content of this site will help new customers
understand our business model, pricing structure and objectives.
v Implement Marketing Practices to Gain Business – one of the biggest challenges is to
identify ways to grow the business. Excluding the website the following methods will be
used to find new customers as the business progresses.
o Maintain a Social Media Presence – to reach small business owners, our business
will maintain a prominent social media presence. In other words, we will practice the
exact tactics we’re helping others learn.
o Increase Business Through Face-to-Face Contacts – while striving to gain social
media followers and web traffic are key, there is still something to be said about face-to-
face contact with potential customers. Our business will continue to look for
customers by word-of-mouth, community outreach and networking. By looking for
ways to attend events or give free public lessons or speeches, the business could gain
significant traction.
Whether
by
in-­‐person
networking
or
online,
the
most
important
goal
is
to
build
a
relationship
with
potential
customers.
Literature
Review
Introduction
With
the
constant
changes
in
technology
and
social
media,
keeping
up
with
the
latest
news
and
literature
is
a
must.
In
order
to
maintain
the
knowledge
and
skills
needed
to
consult
with
other
organizations,
industry
experts
must
constantly
search
for
articles
about
the
development
of
platforms
and
updates
to
applications.
This
literature
review
includes
many
of
the
articles
(by
topic)
that
were
most
helpful
in
the
creation
of
Cyan
Social
Marketing.
Business-­‐to-­‐Business
Marketing
(B2B)
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
7
Cyan
is
primarily
marketing
to
other
businesses
seeking
to
gain
customers.
It’s
therefore
critical
to
understand
best
practices
of
B2B
marketing.
In
the
article
Business-­‐to-­‐Business
Marketing
a
Defined
Strategy,
Dawn
Lawin
explains
how
building
the
client
base
is
important
to
the
success
of
any
new
business.
This
article
takes
a
look
at
industry
examples
on
how
to
reach
B2B
goals
(Lawin,
2004).
Understanding
how
to
reach
organizations
and
maintain
relationships
will
be
a
key
for
Cyan’s
success.
One
obvious
way
for
Cyan
to
reach
its
target
audience
is
through
social
media.
Social
media
between
businesses
has
seen
a
surge
in
recent
years.
Christopher
Hosford
explains
how
many
companies
are
using
social
media
as
a
means
to
reach
other
businesses
as
potential
clients.
Social
platforms
can
be
used
as
a
soft
marketing
tool
to
increase
B2B
for
outreach
(Horsford,
2012).
While
many
assume
that
B2B
companies
are
less
engaged
in
social
media
than
their
business-­‐2-­‐customer
(B2C)
counterparts,
studies
show
the
opposite.
A
study
of
social
media
use
conducted
by
Business.com
revealed
that
North
American
B2B
companies
are
more
likely
to
be
using
social
media
tools
when
compared
to
B2C
companies
(Parr,
2010).
Finding
information
about
the
importance
of
using
social
platforms
in
B2B
marketing
is
easy.
Finding
successful
ways
to
implement
strategies
can
be
more
challenging.
In
her
articles
4
Tips
of
B2B
Marketing
on
Facebook,
Leyl
Master
Black
recommends
using
Facebook,
in
particular,
as
a
resource
for
information
to
increase
engagement
rather
than
focusing
on
continual
product
marketing-­‐centric
posts
in
B2B
marketing
(Black,
2010).
Social
Media
Marketing
Starting
a
social
media
marketing
B2B
consulting
firm
is
an
interesting
situation.
In
essence
Cyan
is
trying
to
reach
customers
the
same
way
we’re
finding
ways
for
other
organizations
to
do
the
same.
One
obvious
way
for
Cyan
and
other
companies
to
reach
customers
is
through
social
advertising.
The
article
4
Best
Practices
for
Social
Advertising
instructs
readers
to
look
for
commonalities
between
what
your
customers
are
buying
and
what
they’re
interested
in
to
develop
advertising
campaigns
that
will
reach
buyers.
Further
it
explains
how
data
is
the
most
critical
step
in
developing
social
media
advertising
(Wasserman,
2013).
Along
with
reviewing
marketing
data
on
the
front-­‐end
of
a
campaign,
it’s
equally
important
for
an
organization
to
review
the
success
of
campaigns
after
implementation.
An
article
featured
in
Social
Behavior
and
Personality
displays
how
every
good
marketing
campaign
targets
key
audiences
and
how
social
media
platforms
allow
marketers
a
rare
opportunity
to
see
how
their
campaigns
are
reaching
key
demographics
(Özguven
&
Mucan,
2013).
Of
course
every
organization
hopes
their
social
advertising
and
social
media
posts
go
viral
and
are
seen
by
a
large
audience.
However,
creating
content,
images,
videos
and
memes
that
are
viral
worthy
is
not
an
easy
task.
Finding
the
right
way
to
help
create
compelling
and
sharable
content
will
help
create
solid
marketing
strategies
while
building
better
client
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
8
relations.
In
the
article
Virality
in
Social
Media,
the
author
examines
a
progressive
flow
to
successful
viral
campaigns
(Mills,
2012).
Engagement
&
Community
Building
Viral
campaigns
can
help
build
brand
awareness
and
spark
interests
in
new
products
and
businesses.
But
what
happens
after
you
gain
social
media
followers
is
an
entirely
different
challenge.
Through
Social
Media
Examiner,
Bryden
McGrath
discusses
how
organizations
can
keep
communities
involved
by
using
seven
different
tactics
to
build
engagement.
McGrath
addresses
the
true
importance
of
building
a
stronger
social
community
through
more
engaging
posts
using
various
different
platforms
(McGrath,
2013).
Part
of
the
reason
companies
are
trying
to
maintain
engagement
among
existing
followers
or
customers
is
to
gain
a
deeper
relationship
with
people
interested
in
their
services
or
products.
According
to
SME
Digital
President,
Nicole
Kelly,
“Social
media
represents
a
low-­‐
cost
way
for
companies
to
engage
customers
in
two-­‐way
dialogue
and
develop
deeper
relationships.
Relationships
are
a
benefit
that
is
difficult
to
achieve
with
other
marketing
channels”
(Kelly,
2012).
Tom
Mohr’s
article
Why
Businesses
Need
Social
Engagement
to
Be
Relevant
in
Social
Search
further
supports
the
concept
that
companies
need
to
focus
more
on
building
stronger
relationship
through
engagement.
Mohr
believes
that
smart
businesses
have
adapted
and
recognized
the
social
revolution
occurring
and
are
already
working
hard
to
create
and
maintain
engaging
content
with
consumers.
He
further
explains
that
moderation
and
communication
between
businesses
and
consumers
will
become
increasingly
important
as
consumers
communicate
with
other
consumers
(Mohr,
2013).
With
people
talking
back
in
social
media,
it’s
extremely
important
that
those
moderating
posts
and
managing
their
communities
listen.
“Community
managers
are
great
listeners,
constantly
in
tune
with
what
people
are
saying
and
where
they’re
saying
it
online”
(Peters,
2013).
Education
&
Training
Perhaps
the
most
difficult
part
of
the
consulting
business
is
teaching
people
to
fish
rather
than
fishing
for
them.
So
the
question
of
the
day
is:
How
do
we
as
consultants
teach
other
to
become
content
managers,
community
builders
and
social
media
experts?
In
her
article
4
Steps
of
Successful
Social
Media
Training,
Sharlyn
Lauby
argues
that
concepts
are
the
most
important
thing
to
teach
social
media
managers.
Lauby
believes
that
users
will
figure
out
how
to
adapt
technology
and
platforms
changes,
but
they
must
have
a
solid
foundation
on
key
concepts.
She
encourages
trainers
to
focus
on
personal
privacy,
creating
good
content
and
digital
citizenships
(Lauby,
2013).
Author
and
Facebook
app
builder,
Jim
Belosic
advises
social
media
trainers
that
the
first
step
is
to
develop
a
style
guide.
“Agreeing
on
a
style
for
outward-­‐facing
content
helps
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
9
solidify
your
company’s
identity
and
character,
and
is
the
starting
point
of
good
social
media
employee
training,
because
it
puts
all
agendas
on
the
same
page”
(Belosic,
2012).
Analytics
Besides
training
social
media
users
on
the
best
practices
for
posting
and
regulating
content,
measuring
success
with
analytics
is
of
equal
importance.
In
her
article
Why
Analytics
Matter
to
Small
Businesses,
Christine
Erickson
advises
small
business
owners
to
measure:
reach,
engagement,
advocacy
and
return
on
investment
(Erickson,
2012).
For
some
small
businesses,
tools
to
measure
analytics
may
be
difficult
to
utilize
because
not
all
tools
are
free.
However,
part
of
our
role
as
consultants
will
be
to
help
small
business
owners
identify
not
only
what
metrics
to
use,
but
also
different
tools
that
can
be
used.
The
Social
Media
Examiner
article,
4
Social
Media
Goals
Every
Business
Should
Measure,
displays
free
tools
to
help
users
find
the
right
solutions
for
the
analytics
they
want
to
track.
The
article
states,
“By
measuring
your
social
media
impact,
you
ensure
the
best
use
of
your
time
and
resources”
(Kirk,
2012).
Starting
to
Build
a
Customer
Base
In
an
article
titled,
“How
to
Get
Your
First
1,000
Users”
Griggs
states:
“Your
biggest
competitor
isn’t
someone
who
offers
a
similar
service.
It’s
indifference.
Every
single
one
of
your
target
customers
is
bombarded
daily
with
requests
for
time,
attention,
and
money”
(Griggs,
2013).
Getting
people
and
potential
users
is
a
difficult
task
and
one
that
requires
careful
planning
and
implementation
of
sound
strategies.
Building
not
only
a
large
customer
base,
but
also
one
that
is
loyal,
is
very
important
to
the
success
of
any
business.
One
of
the
ways
to
build
this
customer
base
is
through
thorough
audience
research.
This
research
is
done
by
asking
specific
questions
such
as:
What
circles
do
they
travel
in?
What
music
do
they
like
to
listen
to?
Where
do
they
look
when
they
want
to
buy
a
product
or
a
service?
(Attard,
2011)
Exploring
these
questions
and
finding
out
the
answers
will
inform
decisions
moving
forward
and
ensure
the
business’
marketing
strategies
are
built
on
strong
and
reliable
foundations.
Once
a
generic
customer
is
identified,
strategies
need
to
be
built
around
giving
the
customer
a
reason
to
frequent
or
take
part
in
the
business.
The
business
and
its
marketing
need
to
be
engaging
at
some
level,
whether
through
educational,
informative,
or
entertaining
(Blank,
Dorf,
2013).
There
has
to
be
a
reason
for
customers
to
first
give
their
business
and
for
them
to
keep
coming
back.
Several
strategies
exist
for
gaining
a
larger
base
of
customers
and
one
of
the
most
effective
is
a
host-­‐beneficiary
strategy
(Sugars,
2013).
This
basically
means
a
smaller
company
will
leverage
the
already
large
customer
base
of
a
larger
company
in
order
to
start
building
a
customer
following.
The
smaller
company
identifies
a
larger
company
with
a
similar
customer
demographic.
A
giveaway
campaign
is
then
executed
involving
the
larger
company
notifying
their
customers
of
a
freebie
that
is
given
by
the
smaller
company.
The
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
10
larger
company
gains
more
loyalty
from
their
customers
by
offering
a
freebie
and
the
smaller
company
gains
more
exposure
as
well
as
the
possibility
of
revenue
depending
on
how
the
campaign
is
executed.
A
giveaway
with
the
stipulation
a
customer
must
come
into
the
store
to
redeem
is
one
example.
The
most
important
thing
to
remember
is
for
businesses
to
be
close
to
their
first
few
customers.
Businesses
will
have
an
easier
time
building
strong
lasting
relationships
when
they
have
a
few
customers
than
down
the
road
when
they
have
many.
Focusing
on
those
first
few
customers
more
than
normal
will
ensure
businesses
have
a
strong
customer
base
for
the
future
(Shenoy,
2013).
Mastering
Effective
SEO
Practices
A
great
way
to
gain
more
customers,
and
in-­‐turn
more
business,
is
to
have
a
strong
search
engine
optimization
strategy.
Expanding
on
the
idea
of
strong
relationships
talked
about
earlier,
one
idea
for
creating
strong
SEO
doesn’t
happen
online
at
all.
Building
relationships
at
networking
events,
conferences,
and
other
gatherings
can
be
powerful.
Setting
your
business
up
for
opportunities
to
be
linked
to
from
other
larger
organizations
will
be
a
powerful
force
in
SEO
success
(Siu,
2012).
Aside
from
this
suggestion
some
would
divide
good
SEO
into
what
have
been
called
the
“three
pillars”(Demers,
2013).
These
three
pillars
are:
content,
inbound
links,
and
social
media.
It
has
long
been
said
that
content
is
king.
Having
engaging
content
that
gains
the
attention
of
current
and
potential
customers
will
drive
traffic
to
business
websites.
“Come
up
with
a
clever
way
to
tell
your
story
and
effective
SEO
will
follow”
(Virji,
2013).
“Link
juice”
is
another
often
used
term
to
describe
the
SEO
power
a
website
is
given
when
other
websites
and
web
properties
link
to
it.
Having
as
many
external
links
as
possible
to
a
business
site
is
a
must.
And
finally
leveraging
the
power
of
social
media
in
building
buzz
around
a
business
will
innately
boost
hits
to
the
site
and
increase
the
effectiveness
of
the
SEO
for
the
future.
One
key
in
all
of
this
is
being
aware
of
what
Google’s,
and
other
search
engine’s,
requirements
are
for
good
SEO,
specifically
for
mobile
devices.
More
and
more
content
online
is
being
consumed
by
mobile
devices
(Quinlan,
2012).
Because
of
this
it
has
become
increasingly
important
for
businesses
to
build
websites
and
an
SEO
strategy
that
are
mobile
friendly.
Some
great
guidelines
for
this
include:
v Eliminate 404 errors due to desktop site redirects to mobile site
v With separate mobile sites, create mobile URLs for corresponding subpages, not just the
homepage
v Make all video content playable on mobile devices by not using Flash and using HTML5
(Chaffey, 2013).
By
following
these
and
other
guidelines
businesses
can
ensure
that
they
not
only
have
a
mobile
web
presence,
but
that
potential
customers
can
find
the
business
on
their
phones
just
as
well
as
on
their
computers.
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
11
Marketing
on
Facebook
As
mentioned,
the
third
pillar
of
great
SEO
is
social
media.
Of
all
social
media
platforms,
Facebook
may
be
the
most
powerful
social
platform.
Knowing
how
to
create
an
effective
Facebook
presence
and
market
a
business
is
very
important.
One
of
the
first
steps
in
building
an
effective
Facebook
presence
was
already
mentioned
above,
that
is
to
research
the
audience.
Facebook
has
some
powerful
built-­‐in
tools
that
can
be
used
to
find
out
about
potential
customers.
Use
the
graph
search
tool
to
see
what
pages
friends
of
competitor’s
have
also
liked.
This
will
help
gain
some
insight
into
what
other
interests
your
targeted
customers
have.
This
information
can
then
be
used
to
customize
some
content
around
these
interests
(Loomer,
2013).
Once
a
business
is
in-­‐touch
with
whom
their
customer
is
another
important
thing
to
take
into
consideration
with
Facebook
is
the
different
types
of
pages
available.
There
are
differences
between
business
pages
and
community
pages.
Community
pages
are
generally
built
around
a
group
of
people
with
a
specific
interest.
Using
community
pages,
Facebook
tries
to
help
users
build
a
community
where
people
can
come
to
discuss
that
topic.
Most
businesses
will
want
to
create
a
business
page
as
this
gives
the
business
full
access
to
all
of
Facebook’s
metric
tools
as
well
as
other
services.
Some
of
these
are
not
available
on
community
pages
(Smith,
2010).
The
business
page
can
be
a
powerful
tool
in
creating
a
place
where
users
can
come
to
get
the
most
up-­‐to-­‐date
information
on
a
business.
The
cover
image
is
a
powerful
tool
to
use
to
advertise
current
messages
in
a
prominent
location.
Facebook
recently
changed
its
specifications
for
cover
images,
now
allowing
text
to
be
posted
in
the
images.
This
is
a
great
place
to
promote
sales,
marketing
campaigns,
or
other
messaging
(Wilson,
2013).
Apart
from
an
effective
page,
the
content
a
business
posts
in
comments
on
Facebook
is
very
important.
Comments
will
act
as
the
voice
of
the
business
and
will
be
the
mechanism
by
which
new
business
is
gained
or
a
message
is
shared.
Various
methods
and
strategies
can
be
used
in
such
content
to
increase
its
effectiveness.
One
such
method
is
the
use
of
hashtags.
Hashtags
can
be
used
to
group
comments
and
content
to
make
it
more
likely
to
be
shared
or
seen.
The
effectiveness
of
hashtags
on
Facebook
has
long
been
debated
because
of
the
friend
segmentation
that
Facebook
has
in
its
setup
(McHugh,
2013).
Of
course
the
key
for
any
business
to
be
successful
is
being
able
to
effectively
analyze
metrics
from
their
users.
Reach
and
page
likes
are
the
most
popular
measurements
for
Facebook
users.
However,
there
are
many
other
metrics
available
on
Facebook
for
businesses.
An
export
from
the
insights
tool
reveals
metrics
such
as:
fans
reached,
engaged
fans,
link
clicks
and
positive
feedback
metrics.
Each
of
these
is
essential
in
understanding
the
full
picture
of
how
users
are
interacting
with
a
business
on
Facebook
(Loomer,
2013).
By
focusing
information
intake
on
the
areas
of
this
paper,
Cyan
can
help
other
small
business
owners
have
success
with
their
social
media
campaigns.
The
significance
of
finding
applicable
information
will
become
increasingly
important
as
clientele
increase.
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
12
Therefore,
one
of
Cyan’s
continuing
priorities
will
be
staying
current
with
information
about
the
quickly
changing
technology
that
is
just
getting
started.
Lessons
Learned
Part
of
the
learning
process
during
the
project
was
finding
differences
between
our
expectations
and
reality.
These
differences
provided
several
learning
experiences.
Below
are
a
few
of
the
key
lessons
we
learned
thus
far:
v Determining Products & Services – When we first started talking to potential customers, we
realized that our perception of what clients needed might have been wrong. Because of
resource limitations and lack of marketing knowledge, some small business owners don’t
realize the importance of marketing, branding and the need for quality marketing content.
Therefore within our products and services offering, we had to include ghost writing, content
calendars and the photo shoots to ensure social posts were done effectively.
v Determining Costs – Perhaps one of the biggest obstacles encountered was determining the
cost structure of the products and services offered. In order to establish a pricing structure we
had to research competitors, talk to industry professionals and review time spent working
with our first client. This was a difficult process and required much more time than expected.
v Website Design - We employed many of the principles we learned in the communications
courses when establishing a strategy for the company website. Many of these principles were
learned specifically in the web usability course. Through research we established a customer
persona for our website. Through this research we determined that more and more web users
are accessing content and websites through mobile devices. As a result of this research we
thought about mobile usability beginning in the early stages of site design. Wireframes and
mockups (appendix 1-D) of the website were designed with this in mind and a final version
was programmed and can now be found online at www.cyansocialmarketing.com.
v Gathering Small Business Information – During the initial exploration stage, we went
through a process of analyzing the number of small businesses that would fit our marketing
segment. By running data from a government site, we were able to find the number of small
businesses along the Wasatch Front and their industry. This key piece of information has
given us a much better idea of where to focus our outreach efforts. This finding was brought
about during a discussion via the coursework submitted for the project.
v Understand Client’s Training Needs – During the initial client meetings with Talk for me
Tees, we quickly learned that their knowledge of social media marketing was very low. In
fact some of the basic documents we created were too advance for their level of knowledge
and experience. During the first meeting we could have better assessed the clients needs and
developed more applicable training documents. Instead we had to have additional discussions
and closer interaction via email than expected. Knowing this for future clients will help us
better determine the project scope and cost.
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
13
Conclusion
To
help
increase
visibility,
a
website
has
also
been
created.
This
will
help
potential
clients
understand
the
services
offered
and
pricing
structure.
The
website
can
be
found
at
the
following
URL:
http://www.cyansocialmarketing.com
Working
directly
with
an
allergy
awareness
t-­‐shirt
company
called,
Talk
for
me
Tees,
Cyan
has
been
able
to
create
both
an
executive
summary
and
job-­‐aid
that
will
assist
in
future
business
opportunities
(see
appendices
1-­‐A
Executive
Summary
Talk
for
me
Tees
and
1-­‐B
Talk
for
me
Tees
Facebook
Tips,
Tricks
&
Stats
).
Talk
for
me
Tees
has
seen
positive
results
in
meeting
their
business
needs.
They
have
been
able
to
create
business
pages
on:
Facebook,
Twitter,
Google
+,
and
Pinterest.
They
have
also
created
allergy
awareness
campaign
pages
on
Facebook
as
well
as
a
blog.
Here
are
some
key
statistics
that
show
positive
momentum
in
their
social
media
outreach:
v Talk for me Tees Facebook page has had a lifetime total reach of 2,924 since 12/1/13 to
3/13/14 (13 total posts).
v Their allergy awareness Facebook page maintained an 18% engagement rate from 12/1/13 to
3/13/14 (56 total posts).
v As of 3/13/14 their Twitter account has 254 followers and have posted 155 tweets.
Other
social
media
accounts
have
just
recently
started,
but
because
of
standard
branding
elements
and
content,
they
have
already
seen
established
links
and
relationships
among
followers
on
various
accounts.
A
letter
from
the
company’s
owner
(see
appendix
1-­‐C
Talk
for
me
Tees
Review)
conveys
the
close
working
relationship
we
maintained
with
the
company
throughout
the
project.
Being
able
to
create
a
strong
and
faithful
customer
base,
build
strong
SEO
so
those
customers
can
find
a
business,
and
create
strong
social
communities
for
customers
are
essential
to
a
business’s
success.
By
being
well
educated
and
efficient
in
these
areas
any
business
will
be
well
on
it’s
way
to
success.
The
hope
is
that
Cyan
Social
Marketing
will
follow
some
of
these
practices
and
implement
these
key
takeaways
for
it’s
own
success.
In
the
future,
Cyan
Social
Marketing
will
hopefully
see
growth
and
progress
and
go
beyond
the
scope
of
this
project.
Thus
far,
this
experience
has
been
a
great
tool
to
propel
the
business
opportunity
in
a
positive
direction.
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
14
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MPC
FINAL
PROJECT
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CYAN
SOCIAL
MARKETING
15
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social
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(2013,
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B.
(2013,
May
2).
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improve
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social
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26,
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M.
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5).
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do-­‐we-­‐hate-­‐facebook-­‐hashtags/.
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A.
J.
(2012,
May).
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February
1).
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social-­‐engagement-­‐to-­‐be-­‐relevant-­‐in-­‐social-­‐search
Özguven,
N.,
&
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social
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use.
Social
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&
Personality:
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FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
16
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B.
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28).
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the
future
holds
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social
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M.
(2013,
January
28).
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future
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management
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P.
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April
19).
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mobile-­‐website/
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G.
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4).
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startup-­‐must-­‐go-­‐through/.
Siu,
E.
(2012,
September
26).
5
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30,
2013
from
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traffic.
Smith,
M.
(2010,
June
23).
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2013
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business-­‐needs-­‐to-­‐know/.
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B.
(2013).
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29).
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MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
17
October
16,
2013.
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advertising
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R.
(2013,
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24).
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30,
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from
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facebook/.
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Appendix
1-­‐A
Talk
for
me
Tees
Social
Media
Plan
Last
updated:
3/16/2014
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Table
of
Contents
Current
State
......................................................................................................................................................
3
Marketing
Analysis
......................................................................................................................................................
3
Product/Business
Summary
......................................................................................................................................................
3
Key
Audience
Groups
....................................................................................................................................................................
3
Target
Segment’s
Priority
...........................................................................................................................................................
4
Audience
Detail:
Concerned
Parents
(Prime
Market)
.....................................................................................................
5
Audience
Detail:
Fashion
Conscious
Parents
(Prime
Market)
.....................................................................................
5
Audience
Detail:
Concerned
Family
&
Friends
(Secondary
Market)
.......................................................................
5
Audience
Detail:
Online
Vendors
(Tertiary
Market)
........................................................................................................
6
Audience
Detail:
Medical
Community
(Peripheral
Market)
..........................................................................................
6
Competitor
Analysis
....................................................................................................................................................
7
Competitor
1
.....................................................................................................................................................................................
7
Competitor
2
.....................................................................................................................................................................................
8
Desired
State
......................................................................................................................................................
9
Overall
Strategy
Summary
.............................................................................................................................
9
Phase
1
.............................................................................................................................................................................
9
Phase
1
Objectives
.........................................................................................................................................................................
9
Objective
1
–
Facebook
Interest
Page
.....................................................................
Error!
Bookmark
not
defined.
Objective
2
–
Facebook
Business
Page
...................................................................
Error!
Bookmark
not
defined.
Phase
2
.............................................................................................................................................................................
9
Phase
2
Objectives
.........................................................................................................................................................................
9
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Current
State
Marketing
Analysis
Product/Business
Summary
Talk for me Tees’ goals are to create allergy awareness clothing that is fun for children to wear,
and can be used as a tool to help keep children safe from having a potentially life-threatening
reaction. They would also like to become successful enough to give back and contribute to food
allergy research while becoming a resource to other parents.
Key
Audience
Groups
Audience
Group
Description
Need
Concerned
Parents
Primary caregivers concerned
about potential health risks to
their children
A way to alert others
to about child’s
medical needs
(probably using t-shirt
along with
products)
Fashion-­‐Conscious
Parents
Primary caregivers desiring a
fashionable way to
communicate allergy issues
A different, trendy
way to alert others
of child’s needs
(different than
medical alert
bracelets
Concerned
Family
and
Friends
People seeking different ways
to help kids with allergies
People trying to help
kids and their
families
communicate allergy
issues
Medical
Community
Groups of medical providers to
children with allergies
Medical community
willing to share
information about
the products to help
children and their
families
Online
Vendors
Organizations hosting allergy
and medical product sales
Trying to increase
product offering to
consumers
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Target
Segment’s
Priority
Market
Segment
Audience
Group
Notes
Prime
Markets
Concerned Parents, Fashion
Conscious Parents
Secondary
Market
Concerned Family & Friends
Tertiary
Market
Online Vendors
Peripheral
Market
Medical Community
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Audience
Detail:
Concerned
Parents
(Prime
Market)
Characteristics:
• Parents
(primary
caregiver
• Age:
20
to
44
years-­‐old
• Working
Class
• Parents
of
severe
or
more
life-­‐threatening
allergies
• Using
product
as
an
additional
means
of
communications
Sales
Potential:
• 8%
of
all
children
suffer
from
food
allergies
• 38.7
of
all
children
with
food
allergies
have
a
sever
reaction
(over
638,000
in
U.S.)
Audience
Detail:
Fashion
Conscious
Parents
(Prime
Market)
Characteristics:
• Parents
(primary
caregiver
• Between 20-44 years old
• Perhaps parents of
children without life
threatening allergies
• Looking for fashionable
clothing to communicate
allergies
• May be only or primary
means of communication
Sales
Potential:
• 8%
of
all
children
suffer
from
food
allergies
(1.68
to
3
million)
Audience
Detail:
Concerned
Family
&
Friends
(Secondary
Market)
Characteristics:
• Family members excluding
parents
• Family friends (usually
friends of parents)
• All age ranges (siblings to
grandparents)
• Gift seekers
• Concerned about child’s
well-being
Sales
Potential:
• 8%
of
all
children
suffer
from
food
allergies
(1.68
to
3
million)
• Many people will be friends
or family of a child allergy
sufferers
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Audience
Detail:
Online
Vendors
(Tertiary
Market)
Characteristics:
• Organizations/companies
• Seeking products to sell on
collaborative sales space
o Rely on these sites to
increase interest and
sales
• Some target allergy or
medical type products
Sales
Potential:
• Two websites found:
o http://www.foodaller
gybooks.com/links6.
htm
o http://www.cafepress
.com/+food-allergy+
t-shirts
Audience
Detail:
Medical
Community
(Peripheral
Market)
Characteristics:
• Community or medical
organizations trying to
build allergy awareness
• Usually will have office
space with customer front
o May need some
printed items to
lead people to
social or web space
Sales
Potential:
• Local area specific
o 5 major clinics
between Ogden and
Provo
o 3-4 county health
facilities between
Ogden and Provo
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Competitor
Analysis
Competitor
1
Allermates
Description:
Allermates
create
character
based
allergy
awareness
products.
Their
objective
is
to
keep
allergy
kids
safe
while
feeling
good
about
themselves.
Most
of
their
products
are
bracelets
and
jewelry.
Social
Media
Platforms
Facebook
7,000+
followers
Very
active
at
posting
Engagement
inconsistent
Twitter
1,500+
followers
1,600+
tweets
Sharing
content
by
followers
YouTube
18
total
subscribers
Low
video
quality
Posting
videos
created
by
FAAN
Instagram
162
followers
44
total
posts
People
tagging
kids
wearing
products
Pinterest
No
current
presence
Other
Social
Media
Google+
setup
with
no
posts
Search
Engine
Optimization
Google
Not
coming
up
on
first
few
pages
for
allergy
apparel
related
terms
Bing
Not
coming
up
on
first
few
pages
for
allergy
apparel
related
terms
Website
They
have
a
community
blog
but
there
is
little
activity.
The
site
is
also
very
busy
and
outdated.
Other
Marketing
Channels
The
bracelets
were
featured
on
the
Today
Show
on
July
10,
2012.
Opportunities
Allermates
do
not
offer
any
apparel
as
far
as
clothing.
Mostly
they
focus
on
bracelets
and
other
equipment
such
as
epi
pens
and
packs.
Talk
for
Me
Tees
has
an
opportunity
to
provide
a
line
of
clothing
that
can
be
used
by
kids
with
allergies,
this
is
something
that
Allermates
does
not
offer.
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Competitor
2
Allergyapparel.com
Description:
This
company
creates
apparel
and
products
by
using
a
skull
and
crossbones
theme.
They
use
this
logo
because
they
feel
it
communicates
the
dangers
of
childhood
allergies
using
a
modern
style.
Social
Media
Platforms
Facebook
300+
followers
Only
posting
once
a
month
Low
engagement
Twitter
785
followers
3,000+
tweets
Posting
a
lot
of
allergy
free
recipes
YouTube
Only
have
6
videos
Instagram
45
followers
Only
2
posts
–
not
very
active
Pinterest
No
presence
Other
Social
Media
N/A
Search
Engine
Optimization
Google
First
result
when
searching
“allergy
apparel”.
Bing
First
result
when
searching
“allergy
apparel”.
Website
Website
is
very
basic.
They
have
a
blog
with
allergy
related
content.
No
social
media
linking
from
the
site.
They
are
selling
products
from
other
companies
on
their
site.
Other
Marketing
Channels
Allergyapparel.com
isn’t
marketing
via
any
other
channels
Opportunities
While
they
do
offer
some
clothing
and
t-­‐shirt
designs,
Allergyapparel.com
offers
a
very
limited
variety
of
clothing.
They
only
offer
a
few
designs
and
all
of
these
designs
play
off
of
the
skull
and
crossbones
design
strategy.
By
coming
up
with
an
offering
of
t-­‐shirts
with
a
variety
of
designs
that
can
be
worn
every
day
Talk
for
Me
Tees
has
a
great
opportunity
to
create
a
niche
in
the
marketplace.
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Desired
State
• Make
money
o Make
enough
money
to
be
able
donate
funds
to
allergy
research
• Be
known
for:
o High
quality
o Fashionable/trendy
clothing
• Don’t
make
kids
feel
different
• Create
gender
specific
clothing
• Be
recognized
as
a
resource
for
allergies
Overall
Strategy
Summary
Phase
1
Phase
1
Objectives
Phase
2
Phase
2
Objectives
• Create
Business
Instagram
account
• Develop
logo
as
part
of
beginnings
of
brand
creation
• Create
Business
Pinterest
account
• Create
a
Kid
Allergy
Interest
Facebook
Page
• Develop
logo,
slogan,
graphics,
and
color
scheme
as
part
of
beginnings
of
brand
creation
• Set
Up
a
Business
Gmail
Account
• Begin
Following
Other
Allergy
Facebook
Pages
• Create
Business
Facebook
Page
• Pre-­‐create
Content
Prior
to
Launching
Facebook
Pages
• Begin
Using
Google
Alerts
• Create
an
official
hashtag
and
begin
using
in
all
posts
Compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
APPENDIX
1-­‐B
Talk
for
me
Tees
Facebook
Tip,
Tricks
&
Stats
-­‐
General
Rules
-­‐
ü Always
spell
check,
review,
and
edit
each
post.
You
don’t
want
to
lose
credibility
over
minor
mistakes.
Consider
doing
these
things
when
posting:
o Use
the
other
person
to
do
a
quick
check
to
make
sure
everything
looks
good.
o Put
each
post
into
a
word
processor
and
run
a
spell
check
before
posting.
ü Post
during
popular
times.
The
most
popular
times
to
post
are
6-­‐8am
and
2-­‐
5pm.
Sunday
is
generally
not
a
good
day
to
post
content.
ü Develop
a
content
schedule
each
month.
This
is
an
easy
way
to
make
sure
you’re
getting
a
good
mix
of
content.
ü Use
Bitly
to
shorten
URLs.
This
will
keep
the
post
short
and
allow
you
the
ability
to
see
how
many
people
clicked
on
the
link
associated
with
your
posts.
ü Gauge
your
success
by
how
many
people
are
talking
about
your
posts.
This
stat
can
be
found
by
your
number
of
likes
at
the
top
of
your
page.
ü Use
images
as
often
as
possible.
Remember
people
have
a
lot
to
look
at
in
their
newsfeeds
and
good
images
will
draw
eyes
to
your
posts.
ü Don’t
be
afraid
to
try
different
posts,
but
always
monitor
the
success
of
your
posts
by
looking
at
likes,
shares,
and
comments.
This
is
a
good
indicator
on
how
far
your
content
is
reaching.
ü Don’t
be
afraid
to
link
to
another
group’s
Facebook
post
if
this
content
is
relevant.
This
is
a
good
way
to
form
relationships
with
other
page
owners
and
gain
their
followers.
ü Monitor
posts
and
respond
quickly.
Don’t
let
posts
that
needs
a
responses
sit
for
too
long.
Watch
for
comments
and
respond
quickly
as
needed.
If
someone
questions
your
information
stay
positive
and
state
where
you
got
your
information.
ü Change
your
cover
image
and
profile
picture
every
couple
of
months.
This
is
an
easy
way
to
get
people
to
like
a
post
and
keep
your
page
looking
fresh.
ü Include
a
call-­‐to-­‐action
in
some
of
your
posts.
Ask
your
users
to
do
something
with
your
posts
that
will
increase
community
engagement.
Compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
-­‐
Specific
Types
of
Posts
-­‐
ü Allergy-­‐free
recipes
(4
per
month)
o There
are
a
lot
of
these
out
there.
They’re
applicable
to
your
audience,
you
can
track
click
throughs,
and
it’s
a
value
added
resources
to
parents.
ü Interesting
stories
&
articles
(4
per
month)
o People
joined
the
group
to
engage
in
a
community.
Post
stories
or
articles
people
will
be
likely
to
comment
on
or
find
interesting.
ü Statistics
(3
per
month)
o Make
sure
the
information
is
somewhat
current.
o Try
to
find
stats
with
images
or
graphs
so
people
can
quickly
ingest
the
information
and
comment
on
the
post.
ü Talk
for
me
tees
specific
ads
(1
per
month)
o Only
do
these
when
you’re
trying
to
sell
a
new
item
or
increase
sales
on
an
existing
item.
o Consider
posting
other
for
sale
items
that
aren’t
competitive.
ü Schedule
allergy
specific
events
(when
possible)
o When
you
hear
about
events
or
national
celebrations
take
advantage
of
posting
them
on
your
Facebook
calendar.
o Don’t
be
specific
to
Utah.
Remember
you
want
to
have
users
from
across
the
country
and
posting
to
Utah
only
will
be
a
turnoff
to
those
outside
the
state.
ü Post
non-­‐allergy
related
content
(2
per
month)
o Post
items
that
are
interesting
to
your
audience
not
specifically
related
with
allergies
-­‐
kid
activities,
crafts,
events
for
kids,
etc.
o Be
a
resource
for
your
audience
and
provide
a
variety
of
content
that
will
resonate
with
your
followers.
APPENDIX
1-­‐C
Note:
The
following
is
a
review
written
by
the
co-­‐owner
and
primary
contact
of
Talk
for
me
Tees,
a
local
small
business
Cyan
has
been
collaborating
with
the
build
a
social
media
presence.
My
partner
and
I
know
the
importance
of
a
strong
social
media
campaign
when
it
comes
to
growing
your
small
business.
Both
of
us
however
had
little
to
no
knowledge
of
how
to
make
that
happen.
Casey
and
Ryan
were
patient
and
professional
in
helping
us
develop
our
Facebook
pages.
They
first
did
a
full
analysis
of
where
the
audience
for
our
business
would
most
likely
be
found.
They
provided
us
with
information
and
statistics
from
the
different
sources
they
used
to
find
what
venue
would
best
fit
our
needs,
and
then
showed
us
how
to
most
effectively
use
those
tools.
On
Facebook
they
helped
us
understand
the
benefits
of
business
vs.
an
interest
page,
and
how
they
would
both
benefit
us.
Both
pages
were
set
up
and
then
administered
by
Casey
and
Ryan
for
the
first
month
so
they
could
best
determine
how
the
audience
was
responding.
Once
their
research
was
complete
they
met
with
us
again
to
help
us
understand
the
needs
of
our
audience,
and
instruct
us
on
an
effective
posting
schedule.
Once
the
posting
was
turned
over
to
us
they
continued
to
monitor
our
pages
and
make
suggestions
to
help
make
them
more
interactive.
They
showed
us
how
to
use
Facebook
insights
to
learn
how
to
reach
out
to
our
audience.
They
also
helped
us
understand
the
importance
of
Tags
and
how
to
incorporate
them
into
our
posts.
We
are
now
leaps
and
bounds
ahead
of
where
we
would
be
without
the
hard
work
and
support
of
Casey
and
Ryan.
-­‐
Jodi
Mills
Key Goals
• Find key information quickly
• Information on cost
• Information on services/process
• Information on how to request
services
• Learn how social media can achieve
business goals
Behaviors
• Reluctant to spend large amounts of
money on social media
• Generally doesn’t have a lot of extra time
to research social media
• Is business savvy but not overly tech
savvy
We Must
• Make site simple and extremely easy to
use
• Use site to sell the importance of social
media
• Provide affordable services affordable by
small business
We Must Never
• Make site too large and confusing
• Explain social media too in-depth
Rob Lopez
“I know social media can help my
business. But how?”
Owner - Express Heating Repair, LLC
ob has run a home heating repair busi-ness
for the last three years. He has
grown his business over the last few
years and now has a staff of 15 employees. Rob
would like to expand further into multiple loca-tions
and thinks social media would be an efficient
and cost effective method to drum up enough busi-ness
to do so.
Rob has used social media a bit himself personally and
also has a nephew who knows how to use Facebook and
social media. However, Rob isn’t sure if his nephew, or his own
knowledge, would be enough to help get the best business results
from social media. Rob turns to Google to search out any
professional options in the area to help him with his social media
plans. Rob doesn’t have a lot of extra time on his hands and needs
to learn about the social media services available to him quickly.
R
Appendix 1-D
Logo/Branding
Product Portfolio/Clients Request Quote Why Social Media? Contact Us
Facebook
Twitter
Background graphic extending
behind logo
Mantra Statement/
Explanation blurb
How it Works - ow diagram
Secondary
Graphic
Logo/Branding
Product Portfolio/Clients Request Quote Why Social Media? Contact Us
Facebook
Twitter
Background graphic extending
behind logo
Logo/Branding
Product Portfolio/Clients Request Quote Why Social Media? Contact Us
Facebook
Twitter
Background graphic extending
behind logo
Request a Quote Request a Quote Request a Quote
Learn more... Learn more... Learn more...
Package 1 Package 2 Package 3
$500 $1000 $1500
Breadcrumb Page Title Breadcrumb Page Title
Request a Quote
Package 1
$500
Component Title
Component Title
Component Title
Component Title
Menu
Mantra Statement/
Explanation Blurb
How it Works -
ow diagram
Logo/Branding
Facebook
Twitter
Menu
Logo/Branding
Facebook
Twitter
Mantra Statement/
Explanation Blurb
How it Works -
ow diagram
Product
Porto io/Clients
Request Quote
Why Social Media?
Contact Us
Logo/Branding
Facebook
Twitter
Menu
Breadcrumb Page Title
Package 1
$500
Request a Quote
Learn more...
Package 2
$1000
Logo/Branding
Facebook
Twitter
Menu
Breadcrumb Page Title
Component Title
Request Quote
Request Quote
Request a Quote
Package 1
$500
Menu
Functionality Scroll
Scroll
rst screen
to
last screen
cyansocialmarketing.com Wireframe
Seeking Product Information - Ryan Lloyd
Menu
Functionality Scroll
Scroll
rst screen
to
last screen
cyansocialmarketing.com Mockup
Seeking Product Information - Ryan Lloyd

The author has granted Weber State University Archives a limited, non-exclusive, royalty-free license to reproduce his or her theses, in whole or in part, in electronic or paper form and to make it available to the general public at no charge.The author retains all other rights.

The author has granted Weber State University Archives a limited, non-exclusive, royalty-free license to reproduce his or her theses, in whole or in part, in electronic or paper form and to make it available to the general public at no charge.The author retains all other rights.

Full-Text

Running
head:
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
Master
of
Professional
Communication
Final
Project
Report:
Cyan
Social
Marketing
Ryan
Lloyd
&
Casey
Mortensen
Weber
State
University
Project
created
in
partial
fulfillment
for
the
Master
of
Professional
Communication
Program,
April
8,
2014
Master
of
Professional
Communication
Final
Project
Report:
Cyan
Social
Marketing
Table
of
Contents
Final
Project
Report
Project
Scope
……………………………………………………………………………………………1
Communication
Issues
to
Resolve…………………………………………………………….1
Audience
Analysis…………………………………………………………………………………….3
Competitor
Analysis………………...……………………………………………………………….4
Communication
Goals………………………………………………………………………………5
Literature
Review…………………………………………………………………………………….6
Lessons
Learned……………………………………………………………………………………..12
Conclusion…..………………………………………………………………………………………….13
References...……………………………………………………………………………………………14
Appendices
Talk
for
me
Tees
Executive
Summary..……………………………..…………………...1-­‐A
Talk
for
me
Tees
Facebook
Tips,
Tricks
&
Stats…………………………………….1-­‐B
Talk
for
me
Tees
Review…………………….……………...………………………………….1-­‐C
Cyan
Wireframes
and
Mockup..…………………………………………………………….1-­‐D
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
1
Project
Scope
The
intent
of
this
project
was
to
start
Cyan
Social
Marketing,
a
small
social
media
consulting
firm
dedicated
to
helping
local
small
business
owners
with
their
social
media
marketing
needs.
During
the
course
of
the
project,
we
hoped
to
learn
about
the
process
of
starting
a
business,
as
well
as
applying
many
of
the
principles
we
had
learned
throughout
the
Masters
of
Professional
Communication
program.
Thus
far
Cyan
has
contracted
with
one
business
for
consulting
purposes.
Our
first
customer
experience
has
allowed
us
the
opportunity
to
determine
structure,
processes
and
services
provided.
Communication
Issues
to
Resolve
Social
media
is
a
growing
trend
in
the
consumer
market.
As
more
people
begin
to
use
social
media
in
their
everyday
lives
it
becomes
more
vital
that
businesses
reach
for
consumers
in
that
space.
It
has
long
been
known
in
the
marketing
world,
some
of
the
most
effective
advertising
is
done
in
the
spaces
where
consumers
already
are.
Each
day
larger
corporations
are
realizing
the
potential
of
social
media
and
are
investing
large
amounts
of
personnel
hours
and
time
into
their
social
media
strategies.
In
a
recent
ClickZ
article,
John
Elkaim
explains
the
growing
opportunity
businesses
have
to
utilize
social
media
as
a
marketing
tool.
“For
marketers,
this
is
the
opportunity
of
a
lifetime.
The
rapid
transition
from
mass
to
social
media
presents
the
opportunity
to
create
impactful,
relevant
marketing
messages.
This
data-­‐powered
personalized
marketing
approach
is
not
only
much
more
effective,
but
also
more
cost-­‐efficient
and
scalable”
(Elkiam,
2013).
Therefore
the
question
is
not
if
and
how
social
media
is
a
relevant
marketing
tool,
but
more
about
how
to
find
opportunities
to
provide
consultation
services
to
small
business
looking
to
utilize
the
existing
sphere.
Cyan
Social
Marketing
is
designed
to
help
small
to
medium-­‐
sized
businesses
with
their
social
media
marketing
efforts
that
lack
the
manpower
and
resources
or
knowledge
to
grow
their
businesses
using
social
media.
The
communication
issues
we
had
to
resolve
during
project
were
two-­‐fold:
1. We had to get our own business off the ground and determine if our business model was
viable. The key to this was developing effective ways to communicate the importance of
social media to small businesses.
2. We had to learn about each client and their unique circumstances. Moving forward, we
have learned we need to determine things like:
a. How can they use social media most effectively?
b. What platforms make sense for their business to use?
c. Who are their key audiences?
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
2
Until
now,
neither
business
owner
had
owned
a
business
or
had
any
advanced
education
in
how
to
do
so.
As
part
of
this
project
we
sought
the
advice
of
free
business
resources
available
through
the
small
business
center
at
Weber
State
University
as
well
as
other
services.
By
consulting
with
these
resources
and
gaining
experience
throughout
this
project,
we
hope
to
continue
to
overcome
obstacles
and
be
successful
with
this
business
venture.
Audience
Analysis
As
the
business
progresses,
it
has
been
determined
that
the
primary
audience
will
be
limited
by
region
and
size
of
operation.
Below
are
the
characteristics
of
the
business
owners
we
hope
to
attract:
v Size: Less than 500 employees
v Organization Types:
o Businesses
o Community service organization
o Religious organizations
v Location: Northern Utah
v Needs:
o Social media platform training
o Analysis of current social media strategy
o Posting and moderation of posts
o Direction and information on best practices
o Trying to increase engagement and customer base
Analysis
of
the
Wasatch
front
has
shown
there
are
upwards
of
60,000
small
businesses
in
the
area
largely
focused
on
business-­‐to-­‐consumer
(B2C)
business
models
rather
than
business-­‐to-­‐business
(B2B)
business
models.
(“Statistics
of
U.S.
Businesses,”
2010)
A
breakdown
of
the
number
of
small
businesses
in
each
one
of
these
categories
can
be
found
in
Figure
1.1.
The
criterion
for
Figure
1.1
was
small
businesses
located
within
zip
codes
along
the
Wasatch
front
with
a
B2C
focus
and
that
employ
less
than
500
employees.
(“Reference
USA
Utah
Business,”
2013)
Figure
1.1
Business
Category
Quantity
Targeted
Northern
Utah
Small
Businesses
64,853
Services
33,196
Health
Services
10,809
Business
Services
4,451
Engineering
and
Accounting/Management
Services
3,150
Personal
Services
3,143
Legal
Services
2,493
Auto
Repair
Services/Parking
2,198
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
3
Social
Services
1,967
Membership
Organizations
1,828
Miscellaneous
Repair
Services
1,373
Amusement
and
Recreation
Services
1,285
Educational
Services
1,199
Hotels
Rooming
Houses
and
Camps
305
Miscellaneous
Services
252
Motion
Pictures
220
Museums
and
Art
Galleries
86
Retail
and
Trade
13,298
Miscellaneous
Retail
4,065
Eating
and
Drinking
Places
2,989
Home
Furnishing
Stores
1,882
Auto
Dealers/Service
Stations
1,681
Food
Stores
1,496
Building
Material
Stores/Hardware
1,299
Apparel
and
Accessory
Stores
1,016
General
Merchandise
Stores
503
Financial,
Insurance,
and
Real
Estate
6,904
Construction
(Trade
contractors
and
single
family
home
construction)
4,589
Because
of
this
information,
we
believe
the
audience,
as
far
as
number
of
businesses,
is
sufficient
at
least
to
get
our
business
started.
As
mentioned
before,
the
great
thing
about
a
business
like
this
is
there
are
no
borders.
If
we
need
to
expand
the
business
geographically
we
can
do
so
very
easily
through
virtual
means,
without
having
a
physical
location.
In
talking
to
small
business
owners
we
found
many
of
them
are
aware
of
social
media
and
use
it
personally,
but
they
don’t
know
what
it
means
for
their
business.
They
don’t
know
the
steps
to
take
to
get
their
business
not
only
using
social
media,
but
using
it
effectively.
This
is
the
niche
we
plan
to
fill.
We’ll
help
these
small
businesses
by
crafting
a
social
media
plan
to
get
them
started
in
this
growing
communications
medium.
Even
with
this
information,
finding
organizations
interested
in
social
media
marketing
will
be
tricky.
Some
businesses
can
be
found
using
Internet
resources,
but
it’s
difficult
to
determine
what
companies
need
help
and
have
the
money
and
resources
to
implement
a
strategy.
We
anticipate
that
much
of
our
business
will
derive
from
word-­‐of-­‐mouth
marketing.
Gaining
a
client-­‐base
by
using
social
media
will
obviously
be
part
of
our
strategy.
Our
business
strategy
also
includes
networking
opportunities
like:
presenting
or
having
a
presence
at
small
business
conventions,
providing
incentives
for
current
clients
to
refer
other
business
owners
they
may
know
and
providing
free
courses
or
information
about
how
small
businesses
can
become
more
educated
on
social
media.
Focusing
on
finding
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
4
businesses
and
people
who
are
not
active
on
social
media,
but
want
to
be,
will
be
a
critical
success
factor.
Competitor
Analysis
An
analysis
of
the
potential
number
of
competitors
in
the
area
shows
that
there
are
397
registered
advertising/marketing
businesses
located
on
the
Wasatch
front.
Of
this
number
60
seem
to
have
a
focus
on
digital
media
marketing
strategy
specifically.
It
is
assumed
that
an
even
smaller
number
of
these
focus
on
social
media
marketing
as
a
specialty.
Small
business
owners
could
also
be
inclined
to
learn
from
self-­‐study
methods.
Therefore
some
of
our
biggest
competition
comes
from
books
and
Internet
resources.
This
is
obviously
a
cost
effective
solution
and
could
be
preferred
by
those
lacking
time
and
money.
There
is
plenty
of
online
material,
but
much
of
that
differs
in
opinions
and
can
be
confusing.
Excluding
online
resources,
below
is
a
brief
summary
of
the
most
relevant
competition:
v R&L
Marketing
Solutions
Basic
Overview:
The
information
on
this
company
is
a
little
vague.
They
seem
to
focus
more
on
web
design,
but
discuss
integrating
social
media
marketing
as
a
service.
Locations:
Logan,
UT
area.
Pricing:
They
offer
social
media
campaign
services
for
$299
per
month.
v Sitefury
Basic
Overview:
This
company’s
services
are
very
broad.
They
consult
on
websites,
content
management,
marketing,
SEO,
customer
acquisition,
strategy,
content
writing,
social
marketing,
ecommerce
and
mobile.
They
also
offer
web
development
services
and
technical
solutions
for
marketers.
Location:
Based
out
of
Provo,
UT
but
have
customers
across
the
western
US.
Pricing:
Pricing
varies
by
the
service
provided
but
range
from
$100
to
$500
per
page
or
platform.
v Oozle
Media
Basic
Overview:
Oozle
Media
specialize
in
creating
Internet
marketing
solutions.
Their
services
include
SEO,
pay-­‐per-­‐click,
social
media,
web
design,
ecommerce,
viral
videos
and
call
tracking.
They
specifically
state
that
they
are
geared
at
helping
small
to
medium
size
organizations.
Location:
Sandy,
UT
Pricing:
Unknown
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
5
v Face
It
Social
Media
Marketing
Basic
Overview:
This
company
has
a
broad
focus
on
social
media
marketing
and
specializes
in:
media
channels,
profile
creation
and
development,
site
maintenance,
reputation
monitoring,
social
media
platform
training,
seminars,
mobile
marketing,
QR
codes,
ghostwriting,
point
of
purchase
displays
and
strategic
planning.
Location:
They
are
based
out
of
Park
City,
UT
but
have
no
allegiance
to
Utah
or
small
businesses.
Pricing:
The
first
consultation
is
free
and
additional
pricing
is
based
on
company
needs.
v Codella
Marketing
Basic
Overview:
Pete
Codella
is
a
digital
PR
consultant.
He
specializes
in
messaging
and
content
creation
for
all
digital
platforms.
He
specifically
focuses
on
social
media
tools
and
techniques,
blogs,
online
newsrooms,
SEO,
communication
audits
and
website
strategy.
He
is
also
a
blogger
and
public
speaker.
He
is
local,
but
does
consultations
outside
of
Utah.
Location:
Bountiful,
UT
Pricing:
Pricing
is
not
specified.
However,
he
charges
for
both
consulting
and
event
speaking.
v Social
Media
Marketing
Books
Basic
Overview:
Books
like
Social
Media
Marketing
for
Dummies,
500
Social
Media
Marketing
Tips,
and
Likeable
Social
Media
provide
low
cost
ways
for
business
to
learn
how
to
engage
customers
using
social
media
outlets.
Pricing:
Cost
range
from
$10-­‐$30
All
of
these
major
competitors
provide
a
wide
range
of
services
and
have
capabilities
to
provide
in
depth
service.
Our
organization
is
hoping
that
by
specializing
and
keeping
costs
low,
we
can
be
competitive
in
this
marketing
sphere.
Communication
Goals
It
was
determined
that
it
was
best
to
divide
into
different
functions
by
business
owner.
There
was
obviously
some
overlap
between
the
responsibilities,
but
we
felt
it
was
imperative
to
our
success
to
have
one
of
us
designated
to
oversee
each
one
of
these
areas:
Ryan
Casey
Web
Development
Account
Management
Graphic
Design
Marketing
Project
Management
Social
Media
Strategy
Financial/Budget
Responsibilities
Financial/Budget
Responsibilities
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
6
In
order
to
have
a
successful
project,
certain
goals
and
objectives
had
to
be
achieved.
During
the
span
of
this
project
our
business
focused
on
the
following
goals:
v Apply the Principles Learned in the MPC Program – through real-world experiences and
knowledge of communication practices, Cyan hopes to continually:
o Use communication principles to communicate our own organization’s message over
social media.
o Assist other businesses in effectively communicating their message over social
media.
v Identify Organization Structure & Processes – through the competitor and audience
analysis, along with experience, our business solidified a business model that helps ensure
the operation is effective in both its outreach and services provided.
v Develop a Company Brand – through market research, we have enabled our company to be
recognizable. Based on the research we were able to create a brand that will speak to our
target audience, small businesses.
v Develop, Build and Maintain a Website –The content of this site will help new customers
understand our business model, pricing structure and objectives.
v Implement Marketing Practices to Gain Business – one of the biggest challenges is to
identify ways to grow the business. Excluding the website the following methods will be
used to find new customers as the business progresses.
o Maintain a Social Media Presence – to reach small business owners, our business
will maintain a prominent social media presence. In other words, we will practice the
exact tactics we’re helping others learn.
o Increase Business Through Face-to-Face Contacts – while striving to gain social
media followers and web traffic are key, there is still something to be said about face-to-
face contact with potential customers. Our business will continue to look for
customers by word-of-mouth, community outreach and networking. By looking for
ways to attend events or give free public lessons or speeches, the business could gain
significant traction.
Whether
by
in-­‐person
networking
or
online,
the
most
important
goal
is
to
build
a
relationship
with
potential
customers.
Literature
Review
Introduction
With
the
constant
changes
in
technology
and
social
media,
keeping
up
with
the
latest
news
and
literature
is
a
must.
In
order
to
maintain
the
knowledge
and
skills
needed
to
consult
with
other
organizations,
industry
experts
must
constantly
search
for
articles
about
the
development
of
platforms
and
updates
to
applications.
This
literature
review
includes
many
of
the
articles
(by
topic)
that
were
most
helpful
in
the
creation
of
Cyan
Social
Marketing.
Business-­‐to-­‐Business
Marketing
(B2B)
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
7
Cyan
is
primarily
marketing
to
other
businesses
seeking
to
gain
customers.
It’s
therefore
critical
to
understand
best
practices
of
B2B
marketing.
In
the
article
Business-­‐to-­‐Business
Marketing
a
Defined
Strategy,
Dawn
Lawin
explains
how
building
the
client
base
is
important
to
the
success
of
any
new
business.
This
article
takes
a
look
at
industry
examples
on
how
to
reach
B2B
goals
(Lawin,
2004).
Understanding
how
to
reach
organizations
and
maintain
relationships
will
be
a
key
for
Cyan’s
success.
One
obvious
way
for
Cyan
to
reach
its
target
audience
is
through
social
media.
Social
media
between
businesses
has
seen
a
surge
in
recent
years.
Christopher
Hosford
explains
how
many
companies
are
using
social
media
as
a
means
to
reach
other
businesses
as
potential
clients.
Social
platforms
can
be
used
as
a
soft
marketing
tool
to
increase
B2B
for
outreach
(Horsford,
2012).
While
many
assume
that
B2B
companies
are
less
engaged
in
social
media
than
their
business-­‐2-­‐customer
(B2C)
counterparts,
studies
show
the
opposite.
A
study
of
social
media
use
conducted
by
Business.com
revealed
that
North
American
B2B
companies
are
more
likely
to
be
using
social
media
tools
when
compared
to
B2C
companies
(Parr,
2010).
Finding
information
about
the
importance
of
using
social
platforms
in
B2B
marketing
is
easy.
Finding
successful
ways
to
implement
strategies
can
be
more
challenging.
In
her
articles
4
Tips
of
B2B
Marketing
on
Facebook,
Leyl
Master
Black
recommends
using
Facebook,
in
particular,
as
a
resource
for
information
to
increase
engagement
rather
than
focusing
on
continual
product
marketing-­‐centric
posts
in
B2B
marketing
(Black,
2010).
Social
Media
Marketing
Starting
a
social
media
marketing
B2B
consulting
firm
is
an
interesting
situation.
In
essence
Cyan
is
trying
to
reach
customers
the
same
way
we’re
finding
ways
for
other
organizations
to
do
the
same.
One
obvious
way
for
Cyan
and
other
companies
to
reach
customers
is
through
social
advertising.
The
article
4
Best
Practices
for
Social
Advertising
instructs
readers
to
look
for
commonalities
between
what
your
customers
are
buying
and
what
they’re
interested
in
to
develop
advertising
campaigns
that
will
reach
buyers.
Further
it
explains
how
data
is
the
most
critical
step
in
developing
social
media
advertising
(Wasserman,
2013).
Along
with
reviewing
marketing
data
on
the
front-­‐end
of
a
campaign,
it’s
equally
important
for
an
organization
to
review
the
success
of
campaigns
after
implementation.
An
article
featured
in
Social
Behavior
and
Personality
displays
how
every
good
marketing
campaign
targets
key
audiences
and
how
social
media
platforms
allow
marketers
a
rare
opportunity
to
see
how
their
campaigns
are
reaching
key
demographics
(Özguven
&
Mucan,
2013).
Of
course
every
organization
hopes
their
social
advertising
and
social
media
posts
go
viral
and
are
seen
by
a
large
audience.
However,
creating
content,
images,
videos
and
memes
that
are
viral
worthy
is
not
an
easy
task.
Finding
the
right
way
to
help
create
compelling
and
sharable
content
will
help
create
solid
marketing
strategies
while
building
better
client
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
8
relations.
In
the
article
Virality
in
Social
Media,
the
author
examines
a
progressive
flow
to
successful
viral
campaigns
(Mills,
2012).
Engagement
&
Community
Building
Viral
campaigns
can
help
build
brand
awareness
and
spark
interests
in
new
products
and
businesses.
But
what
happens
after
you
gain
social
media
followers
is
an
entirely
different
challenge.
Through
Social
Media
Examiner,
Bryden
McGrath
discusses
how
organizations
can
keep
communities
involved
by
using
seven
different
tactics
to
build
engagement.
McGrath
addresses
the
true
importance
of
building
a
stronger
social
community
through
more
engaging
posts
using
various
different
platforms
(McGrath,
2013).
Part
of
the
reason
companies
are
trying
to
maintain
engagement
among
existing
followers
or
customers
is
to
gain
a
deeper
relationship
with
people
interested
in
their
services
or
products.
According
to
SME
Digital
President,
Nicole
Kelly,
“Social
media
represents
a
low-­‐
cost
way
for
companies
to
engage
customers
in
two-­‐way
dialogue
and
develop
deeper
relationships.
Relationships
are
a
benefit
that
is
difficult
to
achieve
with
other
marketing
channels”
(Kelly,
2012).
Tom
Mohr’s
article
Why
Businesses
Need
Social
Engagement
to
Be
Relevant
in
Social
Search
further
supports
the
concept
that
companies
need
to
focus
more
on
building
stronger
relationship
through
engagement.
Mohr
believes
that
smart
businesses
have
adapted
and
recognized
the
social
revolution
occurring
and
are
already
working
hard
to
create
and
maintain
engaging
content
with
consumers.
He
further
explains
that
moderation
and
communication
between
businesses
and
consumers
will
become
increasingly
important
as
consumers
communicate
with
other
consumers
(Mohr,
2013).
With
people
talking
back
in
social
media,
it’s
extremely
important
that
those
moderating
posts
and
managing
their
communities
listen.
“Community
managers
are
great
listeners,
constantly
in
tune
with
what
people
are
saying
and
where
they’re
saying
it
online”
(Peters,
2013).
Education
&
Training
Perhaps
the
most
difficult
part
of
the
consulting
business
is
teaching
people
to
fish
rather
than
fishing
for
them.
So
the
question
of
the
day
is:
How
do
we
as
consultants
teach
other
to
become
content
managers,
community
builders
and
social
media
experts?
In
her
article
4
Steps
of
Successful
Social
Media
Training,
Sharlyn
Lauby
argues
that
concepts
are
the
most
important
thing
to
teach
social
media
managers.
Lauby
believes
that
users
will
figure
out
how
to
adapt
technology
and
platforms
changes,
but
they
must
have
a
solid
foundation
on
key
concepts.
She
encourages
trainers
to
focus
on
personal
privacy,
creating
good
content
and
digital
citizenships
(Lauby,
2013).
Author
and
Facebook
app
builder,
Jim
Belosic
advises
social
media
trainers
that
the
first
step
is
to
develop
a
style
guide.
“Agreeing
on
a
style
for
outward-­‐facing
content
helps
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
9
solidify
your
company’s
identity
and
character,
and
is
the
starting
point
of
good
social
media
employee
training,
because
it
puts
all
agendas
on
the
same
page”
(Belosic,
2012).
Analytics
Besides
training
social
media
users
on
the
best
practices
for
posting
and
regulating
content,
measuring
success
with
analytics
is
of
equal
importance.
In
her
article
Why
Analytics
Matter
to
Small
Businesses,
Christine
Erickson
advises
small
business
owners
to
measure:
reach,
engagement,
advocacy
and
return
on
investment
(Erickson,
2012).
For
some
small
businesses,
tools
to
measure
analytics
may
be
difficult
to
utilize
because
not
all
tools
are
free.
However,
part
of
our
role
as
consultants
will
be
to
help
small
business
owners
identify
not
only
what
metrics
to
use,
but
also
different
tools
that
can
be
used.
The
Social
Media
Examiner
article,
4
Social
Media
Goals
Every
Business
Should
Measure,
displays
free
tools
to
help
users
find
the
right
solutions
for
the
analytics
they
want
to
track.
The
article
states,
“By
measuring
your
social
media
impact,
you
ensure
the
best
use
of
your
time
and
resources”
(Kirk,
2012).
Starting
to
Build
a
Customer
Base
In
an
article
titled,
“How
to
Get
Your
First
1,000
Users”
Griggs
states:
“Your
biggest
competitor
isn’t
someone
who
offers
a
similar
service.
It’s
indifference.
Every
single
one
of
your
target
customers
is
bombarded
daily
with
requests
for
time,
attention,
and
money”
(Griggs,
2013).
Getting
people
and
potential
users
is
a
difficult
task
and
one
that
requires
careful
planning
and
implementation
of
sound
strategies.
Building
not
only
a
large
customer
base,
but
also
one
that
is
loyal,
is
very
important
to
the
success
of
any
business.
One
of
the
ways
to
build
this
customer
base
is
through
thorough
audience
research.
This
research
is
done
by
asking
specific
questions
such
as:
What
circles
do
they
travel
in?
What
music
do
they
like
to
listen
to?
Where
do
they
look
when
they
want
to
buy
a
product
or
a
service?
(Attard,
2011)
Exploring
these
questions
and
finding
out
the
answers
will
inform
decisions
moving
forward
and
ensure
the
business’
marketing
strategies
are
built
on
strong
and
reliable
foundations.
Once
a
generic
customer
is
identified,
strategies
need
to
be
built
around
giving
the
customer
a
reason
to
frequent
or
take
part
in
the
business.
The
business
and
its
marketing
need
to
be
engaging
at
some
level,
whether
through
educational,
informative,
or
entertaining
(Blank,
Dorf,
2013).
There
has
to
be
a
reason
for
customers
to
first
give
their
business
and
for
them
to
keep
coming
back.
Several
strategies
exist
for
gaining
a
larger
base
of
customers
and
one
of
the
most
effective
is
a
host-­‐beneficiary
strategy
(Sugars,
2013).
This
basically
means
a
smaller
company
will
leverage
the
already
large
customer
base
of
a
larger
company
in
order
to
start
building
a
customer
following.
The
smaller
company
identifies
a
larger
company
with
a
similar
customer
demographic.
A
giveaway
campaign
is
then
executed
involving
the
larger
company
notifying
their
customers
of
a
freebie
that
is
given
by
the
smaller
company.
The
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
10
larger
company
gains
more
loyalty
from
their
customers
by
offering
a
freebie
and
the
smaller
company
gains
more
exposure
as
well
as
the
possibility
of
revenue
depending
on
how
the
campaign
is
executed.
A
giveaway
with
the
stipulation
a
customer
must
come
into
the
store
to
redeem
is
one
example.
The
most
important
thing
to
remember
is
for
businesses
to
be
close
to
their
first
few
customers.
Businesses
will
have
an
easier
time
building
strong
lasting
relationships
when
they
have
a
few
customers
than
down
the
road
when
they
have
many.
Focusing
on
those
first
few
customers
more
than
normal
will
ensure
businesses
have
a
strong
customer
base
for
the
future
(Shenoy,
2013).
Mastering
Effective
SEO
Practices
A
great
way
to
gain
more
customers,
and
in-­‐turn
more
business,
is
to
have
a
strong
search
engine
optimization
strategy.
Expanding
on
the
idea
of
strong
relationships
talked
about
earlier,
one
idea
for
creating
strong
SEO
doesn’t
happen
online
at
all.
Building
relationships
at
networking
events,
conferences,
and
other
gatherings
can
be
powerful.
Setting
your
business
up
for
opportunities
to
be
linked
to
from
other
larger
organizations
will
be
a
powerful
force
in
SEO
success
(Siu,
2012).
Aside
from
this
suggestion
some
would
divide
good
SEO
into
what
have
been
called
the
“three
pillars”(Demers,
2013).
These
three
pillars
are:
content,
inbound
links,
and
social
media.
It
has
long
been
said
that
content
is
king.
Having
engaging
content
that
gains
the
attention
of
current
and
potential
customers
will
drive
traffic
to
business
websites.
“Come
up
with
a
clever
way
to
tell
your
story
and
effective
SEO
will
follow”
(Virji,
2013).
“Link
juice”
is
another
often
used
term
to
describe
the
SEO
power
a
website
is
given
when
other
websites
and
web
properties
link
to
it.
Having
as
many
external
links
as
possible
to
a
business
site
is
a
must.
And
finally
leveraging
the
power
of
social
media
in
building
buzz
around
a
business
will
innately
boost
hits
to
the
site
and
increase
the
effectiveness
of
the
SEO
for
the
future.
One
key
in
all
of
this
is
being
aware
of
what
Google’s,
and
other
search
engine’s,
requirements
are
for
good
SEO,
specifically
for
mobile
devices.
More
and
more
content
online
is
being
consumed
by
mobile
devices
(Quinlan,
2012).
Because
of
this
it
has
become
increasingly
important
for
businesses
to
build
websites
and
an
SEO
strategy
that
are
mobile
friendly.
Some
great
guidelines
for
this
include:
v Eliminate 404 errors due to desktop site redirects to mobile site
v With separate mobile sites, create mobile URLs for corresponding subpages, not just the
homepage
v Make all video content playable on mobile devices by not using Flash and using HTML5
(Chaffey, 2013).
By
following
these
and
other
guidelines
businesses
can
ensure
that
they
not
only
have
a
mobile
web
presence,
but
that
potential
customers
can
find
the
business
on
their
phones
just
as
well
as
on
their
computers.
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
11
Marketing
on
Facebook
As
mentioned,
the
third
pillar
of
great
SEO
is
social
media.
Of
all
social
media
platforms,
Facebook
may
be
the
most
powerful
social
platform.
Knowing
how
to
create
an
effective
Facebook
presence
and
market
a
business
is
very
important.
One
of
the
first
steps
in
building
an
effective
Facebook
presence
was
already
mentioned
above,
that
is
to
research
the
audience.
Facebook
has
some
powerful
built-­‐in
tools
that
can
be
used
to
find
out
about
potential
customers.
Use
the
graph
search
tool
to
see
what
pages
friends
of
competitor’s
have
also
liked.
This
will
help
gain
some
insight
into
what
other
interests
your
targeted
customers
have.
This
information
can
then
be
used
to
customize
some
content
around
these
interests
(Loomer,
2013).
Once
a
business
is
in-­‐touch
with
whom
their
customer
is
another
important
thing
to
take
into
consideration
with
Facebook
is
the
different
types
of
pages
available.
There
are
differences
between
business
pages
and
community
pages.
Community
pages
are
generally
built
around
a
group
of
people
with
a
specific
interest.
Using
community
pages,
Facebook
tries
to
help
users
build
a
community
where
people
can
come
to
discuss
that
topic.
Most
businesses
will
want
to
create
a
business
page
as
this
gives
the
business
full
access
to
all
of
Facebook’s
metric
tools
as
well
as
other
services.
Some
of
these
are
not
available
on
community
pages
(Smith,
2010).
The
business
page
can
be
a
powerful
tool
in
creating
a
place
where
users
can
come
to
get
the
most
up-­‐to-­‐date
information
on
a
business.
The
cover
image
is
a
powerful
tool
to
use
to
advertise
current
messages
in
a
prominent
location.
Facebook
recently
changed
its
specifications
for
cover
images,
now
allowing
text
to
be
posted
in
the
images.
This
is
a
great
place
to
promote
sales,
marketing
campaigns,
or
other
messaging
(Wilson,
2013).
Apart
from
an
effective
page,
the
content
a
business
posts
in
comments
on
Facebook
is
very
important.
Comments
will
act
as
the
voice
of
the
business
and
will
be
the
mechanism
by
which
new
business
is
gained
or
a
message
is
shared.
Various
methods
and
strategies
can
be
used
in
such
content
to
increase
its
effectiveness.
One
such
method
is
the
use
of
hashtags.
Hashtags
can
be
used
to
group
comments
and
content
to
make
it
more
likely
to
be
shared
or
seen.
The
effectiveness
of
hashtags
on
Facebook
has
long
been
debated
because
of
the
friend
segmentation
that
Facebook
has
in
its
setup
(McHugh,
2013).
Of
course
the
key
for
any
business
to
be
successful
is
being
able
to
effectively
analyze
metrics
from
their
users.
Reach
and
page
likes
are
the
most
popular
measurements
for
Facebook
users.
However,
there
are
many
other
metrics
available
on
Facebook
for
businesses.
An
export
from
the
insights
tool
reveals
metrics
such
as:
fans
reached,
engaged
fans,
link
clicks
and
positive
feedback
metrics.
Each
of
these
is
essential
in
understanding
the
full
picture
of
how
users
are
interacting
with
a
business
on
Facebook
(Loomer,
2013).
By
focusing
information
intake
on
the
areas
of
this
paper,
Cyan
can
help
other
small
business
owners
have
success
with
their
social
media
campaigns.
The
significance
of
finding
applicable
information
will
become
increasingly
important
as
clientele
increase.
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
12
Therefore,
one
of
Cyan’s
continuing
priorities
will
be
staying
current
with
information
about
the
quickly
changing
technology
that
is
just
getting
started.
Lessons
Learned
Part
of
the
learning
process
during
the
project
was
finding
differences
between
our
expectations
and
reality.
These
differences
provided
several
learning
experiences.
Below
are
a
few
of
the
key
lessons
we
learned
thus
far:
v Determining Products & Services – When we first started talking to potential customers, we
realized that our perception of what clients needed might have been wrong. Because of
resource limitations and lack of marketing knowledge, some small business owners don’t
realize the importance of marketing, branding and the need for quality marketing content.
Therefore within our products and services offering, we had to include ghost writing, content
calendars and the photo shoots to ensure social posts were done effectively.
v Determining Costs – Perhaps one of the biggest obstacles encountered was determining the
cost structure of the products and services offered. In order to establish a pricing structure we
had to research competitors, talk to industry professionals and review time spent working
with our first client. This was a difficult process and required much more time than expected.
v Website Design - We employed many of the principles we learned in the communications
courses when establishing a strategy for the company website. Many of these principles were
learned specifically in the web usability course. Through research we established a customer
persona for our website. Through this research we determined that more and more web users
are accessing content and websites through mobile devices. As a result of this research we
thought about mobile usability beginning in the early stages of site design. Wireframes and
mockups (appendix 1-D) of the website were designed with this in mind and a final version
was programmed and can now be found online at www.cyansocialmarketing.com.
v Gathering Small Business Information – During the initial exploration stage, we went
through a process of analyzing the number of small businesses that would fit our marketing
segment. By running data from a government site, we were able to find the number of small
businesses along the Wasatch Front and their industry. This key piece of information has
given us a much better idea of where to focus our outreach efforts. This finding was brought
about during a discussion via the coursework submitted for the project.
v Understand Client’s Training Needs – During the initial client meetings with Talk for me
Tees, we quickly learned that their knowledge of social media marketing was very low. In
fact some of the basic documents we created were too advance for their level of knowledge
and experience. During the first meeting we could have better assessed the clients needs and
developed more applicable training documents. Instead we had to have additional discussions
and closer interaction via email than expected. Knowing this for future clients will help us
better determine the project scope and cost.
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
13
Conclusion
To
help
increase
visibility,
a
website
has
also
been
created.
This
will
help
potential
clients
understand
the
services
offered
and
pricing
structure.
The
website
can
be
found
at
the
following
URL:
http://www.cyansocialmarketing.com
Working
directly
with
an
allergy
awareness
t-­‐shirt
company
called,
Talk
for
me
Tees,
Cyan
has
been
able
to
create
both
an
executive
summary
and
job-­‐aid
that
will
assist
in
future
business
opportunities
(see
appendices
1-­‐A
Executive
Summary
Talk
for
me
Tees
and
1-­‐B
Talk
for
me
Tees
Facebook
Tips,
Tricks
&
Stats
).
Talk
for
me
Tees
has
seen
positive
results
in
meeting
their
business
needs.
They
have
been
able
to
create
business
pages
on:
Facebook,
Twitter,
Google
+,
and
Pinterest.
They
have
also
created
allergy
awareness
campaign
pages
on
Facebook
as
well
as
a
blog.
Here
are
some
key
statistics
that
show
positive
momentum
in
their
social
media
outreach:
v Talk for me Tees Facebook page has had a lifetime total reach of 2,924 since 12/1/13 to
3/13/14 (13 total posts).
v Their allergy awareness Facebook page maintained an 18% engagement rate from 12/1/13 to
3/13/14 (56 total posts).
v As of 3/13/14 their Twitter account has 254 followers and have posted 155 tweets.
Other
social
media
accounts
have
just
recently
started,
but
because
of
standard
branding
elements
and
content,
they
have
already
seen
established
links
and
relationships
among
followers
on
various
accounts.
A
letter
from
the
company’s
owner
(see
appendix
1-­‐C
Talk
for
me
Tees
Review)
conveys
the
close
working
relationship
we
maintained
with
the
company
throughout
the
project.
Being
able
to
create
a
strong
and
faithful
customer
base,
build
strong
SEO
so
those
customers
can
find
a
business,
and
create
strong
social
communities
for
customers
are
essential
to
a
business’s
success.
By
being
well
educated
and
efficient
in
these
areas
any
business
will
be
well
on
it’s
way
to
success.
The
hope
is
that
Cyan
Social
Marketing
will
follow
some
of
these
practices
and
implement
these
key
takeaways
for
it’s
own
success.
In
the
future,
Cyan
Social
Marketing
will
hopefully
see
growth
and
progress
and
go
beyond
the
scope
of
this
project.
Thus
far,
this
experience
has
been
a
great
tool
to
propel
the
business
opportunity
in
a
positive
direction.
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
14
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social-­‐engagement-­‐to-­‐be-­‐relevant-­‐in-­‐social-­‐search
Özguven,
N.,
&
Mucan,
B.
(2013).
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between
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social
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Social
Behavior
&
Personality:
An
International
Journal
(3),
517-­‐528.
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FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
16
Parr,
B.
(2010,
October
28).
What
the
future
holds
for
B2B
social
media
marketing.
Retrieved
October
24,
2013,
from
Mashable:
http://mashable.com/2010/10/28/b2b-­‐social-­‐media-­‐marketing/
Peters,
M.
(2013,
January
28).
The
future
of
community
management.
Retrieved
October
22,
2013,
from
Mashable:
http://mashable.com/2013/01/28/community-­‐
management
Quinlan,
P.
(2012,
April
19).
SEO
Considerations
When
Building
a
Mobile
Website.
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Retrieved
October
30,
2013
from
http://www.catalystsearchmarketing.com/seo-­‐considerations-­‐when-­‐building-­‐a-­‐
mobile-­‐website/
ReferenceUSA.com.
(2013,
10
01).
US
business
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10
18,
2013,
from
ReferenceUSA.com:
http://www.referenceusa.com.ulc.idm.oclc.org/UsBusiness/Search/Custom/c3f183
f9a93b431f938ad4275d22bb05
Shenoy,
G.
(2013,
September
4).
The
four
stages
of
life
every
successful
startup
must
go
through.
Pandodaily.com.
Retrieved
October
30,
2013
from
http://pandodaily.com/2013/09/04/the-­‐four-­‐stages-­‐of-­‐life-­‐every-­‐successful-­‐
startup-­‐must-­‐go-­‐through/.
Siu,
E.
(2012,
September
26).
5
Effective
SEO
Tactics
That
Will
Bring
You
More
Traffic.
Teamtreehouse.com.
Retrieved
October
30,
2013
from
http://blog.teamtreehouse.com/effective-­‐seo-­‐tactics-­‐that-­‐will-­‐bring-­‐you-­‐more-­‐
traffic.
Smith,
M.
(2010,
June
23).
Facebook
Community
Pages:
What
Your
Business
Needs
to
Know.
Socialmediaexaminer.com.
Retrieved
October
30,
2013
from
http://www.socialmediaexaminer.com/facebook-­‐community-­‐pages-­‐what-­‐your-­‐
business-­‐needs-­‐to-­‐know/.
Sugars,
B.
(2013).
The
Fastest
Way
to
Find
New
Custso.
Entrepreneur.com.
Retrieved
October
30,
2013
from
http://www.entrepreneur.com/article/185880.
Statistics
of
U.S.
Businesses
(SUSB)
Main.
(2010).
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September
18,
2013,
from
http://www.census.gov/econ/susb/
Virji,
P.
(2013,
April
29).
How
to
Create
Effective
Content
to
Help
SEO
&
Sales:
3
Top
Ideas.
Searchenginewatch.com.
Retrieved
October
30,
2013
from
http://searchenginewatch.com/article/2264560/How-­‐to-­‐Create-­‐Effective-­‐Content-­‐
to-­‐Help-­‐SEO-­‐Sales-­‐3-­‐Top-­‐Ideas.
Wasserman,
T.
(2013,
October
15).
4
Best
practices
for
social
advertising.
Retrieved
MPC
FINAL
PROJECT
REPORT:
CYAN
SOCIAL
MARKETING
17
October
16,
2013.
from
Mashable:
http://mashable.com/2013/10/15/social-­‐
advertising
Wilson,
R.
(2013,
April
24).
How
to
Effectively
Use
CTAs
on
Your
Brands
Facebook
Page
Cover
Photo.
Ignitesocialmedia.com.
Retrieved
October
30,
2013
from
http://www.ignitesocialmedia.com/facebook-­‐marketing/calls-­‐to-­‐action-­‐on-­‐
facebook/.
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Appendix
1-­‐A
Talk
for
me
Tees
Social
Media
Plan
Last
updated:
3/16/2014
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Table
of
Contents
Current
State
......................................................................................................................................................
3
Marketing
Analysis
......................................................................................................................................................
3
Product/Business
Summary
......................................................................................................................................................
3
Key
Audience
Groups
....................................................................................................................................................................
3
Target
Segment’s
Priority
...........................................................................................................................................................
4
Audience
Detail:
Concerned
Parents
(Prime
Market)
.....................................................................................................
5
Audience
Detail:
Fashion
Conscious
Parents
(Prime
Market)
.....................................................................................
5
Audience
Detail:
Concerned
Family
&
Friends
(Secondary
Market)
.......................................................................
5
Audience
Detail:
Online
Vendors
(Tertiary
Market)
........................................................................................................
6
Audience
Detail:
Medical
Community
(Peripheral
Market)
..........................................................................................
6
Competitor
Analysis
....................................................................................................................................................
7
Competitor
1
.....................................................................................................................................................................................
7
Competitor
2
.....................................................................................................................................................................................
8
Desired
State
......................................................................................................................................................
9
Overall
Strategy
Summary
.............................................................................................................................
9
Phase
1
.............................................................................................................................................................................
9
Phase
1
Objectives
.........................................................................................................................................................................
9
Objective
1
–
Facebook
Interest
Page
.....................................................................
Error!
Bookmark
not
defined.
Objective
2
–
Facebook
Business
Page
...................................................................
Error!
Bookmark
not
defined.
Phase
2
.............................................................................................................................................................................
9
Phase
2
Objectives
.........................................................................................................................................................................
9
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Current
State
Marketing
Analysis
Product/Business
Summary
Talk for me Tees’ goals are to create allergy awareness clothing that is fun for children to wear,
and can be used as a tool to help keep children safe from having a potentially life-threatening
reaction. They would also like to become successful enough to give back and contribute to food
allergy research while becoming a resource to other parents.
Key
Audience
Groups
Audience
Group
Description
Need
Concerned
Parents
Primary caregivers concerned
about potential health risks to
their children
A way to alert others
to about child’s
medical needs
(probably using t-shirt
along with
products)
Fashion-­‐Conscious
Parents
Primary caregivers desiring a
fashionable way to
communicate allergy issues
A different, trendy
way to alert others
of child’s needs
(different than
medical alert
bracelets
Concerned
Family
and
Friends
People seeking different ways
to help kids with allergies
People trying to help
kids and their
families
communicate allergy
issues
Medical
Community
Groups of medical providers to
children with allergies
Medical community
willing to share
information about
the products to help
children and their
families
Online
Vendors
Organizations hosting allergy
and medical product sales
Trying to increase
product offering to
consumers
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Target
Segment’s
Priority
Market
Segment
Audience
Group
Notes
Prime
Markets
Concerned Parents, Fashion
Conscious Parents
Secondary
Market
Concerned Family & Friends
Tertiary
Market
Online Vendors
Peripheral
Market
Medical Community
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Audience
Detail:
Concerned
Parents
(Prime
Market)
Characteristics:
• Parents
(primary
caregiver
• Age:
20
to
44
years-­‐old
• Working
Class
• Parents
of
severe
or
more
life-­‐threatening
allergies
• Using
product
as
an
additional
means
of
communications
Sales
Potential:
• 8%
of
all
children
suffer
from
food
allergies
• 38.7
of
all
children
with
food
allergies
have
a
sever
reaction
(over
638,000
in
U.S.)
Audience
Detail:
Fashion
Conscious
Parents
(Prime
Market)
Characteristics:
• Parents
(primary
caregiver
• Between 20-44 years old
• Perhaps parents of
children without life
threatening allergies
• Looking for fashionable
clothing to communicate
allergies
• May be only or primary
means of communication
Sales
Potential:
• 8%
of
all
children
suffer
from
food
allergies
(1.68
to
3
million)
Audience
Detail:
Concerned
Family
&
Friends
(Secondary
Market)
Characteristics:
• Family members excluding
parents
• Family friends (usually
friends of parents)
• All age ranges (siblings to
grandparents)
• Gift seekers
• Concerned about child’s
well-being
Sales
Potential:
• 8%
of
all
children
suffer
from
food
allergies
(1.68
to
3
million)
• Many people will be friends
or family of a child allergy
sufferers
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Audience
Detail:
Online
Vendors
(Tertiary
Market)
Characteristics:
• Organizations/companies
• Seeking products to sell on
collaborative sales space
o Rely on these sites to
increase interest and
sales
• Some target allergy or
medical type products
Sales
Potential:
• Two websites found:
o http://www.foodaller
gybooks.com/links6.
htm
o http://www.cafepress
.com/+food-allergy+
t-shirts
Audience
Detail:
Medical
Community
(Peripheral
Market)
Characteristics:
• Community or medical
organizations trying to
build allergy awareness
• Usually will have office
space with customer front
o May need some
printed items to
lead people to
social or web space
Sales
Potential:
• Local area specific
o 5 major clinics
between Ogden and
Provo
o 3-4 county health
facilities between
Ogden and Provo
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Competitor
Analysis
Competitor
1
Allermates
Description:
Allermates
create
character
based
allergy
awareness
products.
Their
objective
is
to
keep
allergy
kids
safe
while
feeling
good
about
themselves.
Most
of
their
products
are
bracelets
and
jewelry.
Social
Media
Platforms
Facebook
7,000+
followers
Very
active
at
posting
Engagement
inconsistent
Twitter
1,500+
followers
1,600+
tweets
Sharing
content
by
followers
YouTube
18
total
subscribers
Low
video
quality
Posting
videos
created
by
FAAN
Instagram
162
followers
44
total
posts
People
tagging
kids
wearing
products
Pinterest
No
current
presence
Other
Social
Media
Google+
setup
with
no
posts
Search
Engine
Optimization
Google
Not
coming
up
on
first
few
pages
for
allergy
apparel
related
terms
Bing
Not
coming
up
on
first
few
pages
for
allergy
apparel
related
terms
Website
They
have
a
community
blog
but
there
is
little
activity.
The
site
is
also
very
busy
and
outdated.
Other
Marketing
Channels
The
bracelets
were
featured
on
the
Today
Show
on
July
10,
2012.
Opportunities
Allermates
do
not
offer
any
apparel
as
far
as
clothing.
Mostly
they
focus
on
bracelets
and
other
equipment
such
as
epi
pens
and
packs.
Talk
for
Me
Tees
has
an
opportunity
to
provide
a
line
of
clothing
that
can
be
used
by
kids
with
allergies,
this
is
something
that
Allermates
does
not
offer.
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Competitor
2
Allergyapparel.com
Description:
This
company
creates
apparel
and
products
by
using
a
skull
and
crossbones
theme.
They
use
this
logo
because
they
feel
it
communicates
the
dangers
of
childhood
allergies
using
a
modern
style.
Social
Media
Platforms
Facebook
300+
followers
Only
posting
once
a
month
Low
engagement
Twitter
785
followers
3,000+
tweets
Posting
a
lot
of
allergy
free
recipes
YouTube
Only
have
6
videos
Instagram
45
followers
Only
2
posts
–
not
very
active
Pinterest
No
presence
Other
Social
Media
N/A
Search
Engine
Optimization
Google
First
result
when
searching
“allergy
apparel”.
Bing
First
result
when
searching
“allergy
apparel”.
Website
Website
is
very
basic.
They
have
a
blog
with
allergy
related
content.
No
social
media
linking
from
the
site.
They
are
selling
products
from
other
companies
on
their
site.
Other
Marketing
Channels
Allergyapparel.com
isn’t
marketing
via
any
other
channels
Opportunities
While
they
do
offer
some
clothing
and
t-­‐shirt
designs,
Allergyapparel.com
offers
a
very
limited
variety
of
clothing.
They
only
offer
a
few
designs
and
all
of
these
designs
play
off
of
the
skull
and
crossbones
design
strategy.
By
coming
up
with
an
offering
of
t-­‐shirts
with
a
variety
of
designs
that
can
be
worn
every
day
Talk
for
Me
Tees
has
a
great
opportunity
to
create
a
niche
in
the
marketplace.
Plan
compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
Desired
State
• Make
money
o Make
enough
money
to
be
able
donate
funds
to
allergy
research
• Be
known
for:
o High
quality
o Fashionable/trendy
clothing
• Don’t
make
kids
feel
different
• Create
gender
specific
clothing
• Be
recognized
as
a
resource
for
allergies
Overall
Strategy
Summary
Phase
1
Phase
1
Objectives
Phase
2
Phase
2
Objectives
• Create
Business
Instagram
account
• Develop
logo
as
part
of
beginnings
of
brand
creation
• Create
Business
Pinterest
account
• Create
a
Kid
Allergy
Interest
Facebook
Page
• Develop
logo,
slogan,
graphics,
and
color
scheme
as
part
of
beginnings
of
brand
creation
• Set
Up
a
Business
Gmail
Account
• Begin
Following
Other
Allergy
Facebook
Pages
• Create
Business
Facebook
Page
• Pre-­‐create
Content
Prior
to
Launching
Facebook
Pages
• Begin
Using
Google
Alerts
• Create
an
official
hashtag
and
begin
using
in
all
posts
Compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
APPENDIX
1-­‐B
Talk
for
me
Tees
Facebook
Tip,
Tricks
&
Stats
-­‐
General
Rules
-­‐
ü Always
spell
check,
review,
and
edit
each
post.
You
don’t
want
to
lose
credibility
over
minor
mistakes.
Consider
doing
these
things
when
posting:
o Use
the
other
person
to
do
a
quick
check
to
make
sure
everything
looks
good.
o Put
each
post
into
a
word
processor
and
run
a
spell
check
before
posting.
ü Post
during
popular
times.
The
most
popular
times
to
post
are
6-­‐8am
and
2-­‐
5pm.
Sunday
is
generally
not
a
good
day
to
post
content.
ü Develop
a
content
schedule
each
month.
This
is
an
easy
way
to
make
sure
you’re
getting
a
good
mix
of
content.
ü Use
Bitly
to
shorten
URLs.
This
will
keep
the
post
short
and
allow
you
the
ability
to
see
how
many
people
clicked
on
the
link
associated
with
your
posts.
ü Gauge
your
success
by
how
many
people
are
talking
about
your
posts.
This
stat
can
be
found
by
your
number
of
likes
at
the
top
of
your
page.
ü Use
images
as
often
as
possible.
Remember
people
have
a
lot
to
look
at
in
their
newsfeeds
and
good
images
will
draw
eyes
to
your
posts.
ü Don’t
be
afraid
to
try
different
posts,
but
always
monitor
the
success
of
your
posts
by
looking
at
likes,
shares,
and
comments.
This
is
a
good
indicator
on
how
far
your
content
is
reaching.
ü Don’t
be
afraid
to
link
to
another
group’s
Facebook
post
if
this
content
is
relevant.
This
is
a
good
way
to
form
relationships
with
other
page
owners
and
gain
their
followers.
ü Monitor
posts
and
respond
quickly.
Don’t
let
posts
that
needs
a
responses
sit
for
too
long.
Watch
for
comments
and
respond
quickly
as
needed.
If
someone
questions
your
information
stay
positive
and
state
where
you
got
your
information.
ü Change
your
cover
image
and
profile
picture
every
couple
of
months.
This
is
an
easy
way
to
get
people
to
like
a
post
and
keep
your
page
looking
fresh.
ü Include
a
call-­‐to-­‐action
in
some
of
your
posts.
Ask
your
users
to
do
something
with
your
posts
that
will
increase
community
engagement.
Compiled
by
Cyan
Social
Marketing
www.cyansocialmarketing.com
•
cyansocialmarketing@gmail.com
-­‐
Specific
Types
of
Posts
-­‐
ü Allergy-­‐free
recipes
(4
per
month)
o There
are
a
lot
of
these
out
there.
They’re
applicable
to
your
audience,
you
can
track
click
throughs,
and
it’s
a
value
added
resources
to
parents.
ü Interesting
stories
&
articles
(4
per
month)
o People
joined
the
group
to
engage
in
a
community.
Post
stories
or
articles
people
will
be
likely
to
comment
on
or
find
interesting.
ü Statistics
(3
per
month)
o Make
sure
the
information
is
somewhat
current.
o Try
to
find
stats
with
images
or
graphs
so
people
can
quickly
ingest
the
information
and
comment
on
the
post.
ü Talk
for
me
tees
specific
ads
(1
per
month)
o Only
do
these
when
you’re
trying
to
sell
a
new
item
or
increase
sales
on
an
existing
item.
o Consider
posting
other
for
sale
items
that
aren’t
competitive.
ü Schedule
allergy
specific
events
(when
possible)
o When
you
hear
about
events
or
national
celebrations
take
advantage
of
posting
them
on
your
Facebook
calendar.
o Don’t
be
specific
to
Utah.
Remember
you
want
to
have
users
from
across
the
country
and
posting
to
Utah
only
will
be
a
turnoff
to
those
outside
the
state.
ü Post
non-­‐allergy
related
content
(2
per
month)
o Post
items
that
are
interesting
to
your
audience
not
specifically
related
with
allergies
-­‐
kid
activities,
crafts,
events
for
kids,
etc.
o Be
a
resource
for
your
audience
and
provide
a
variety
of
content
that
will
resonate
with
your
followers.
APPENDIX
1-­‐C
Note:
The
following
is
a
review
written
by
the
co-­‐owner
and
primary
contact
of
Talk
for
me
Tees,
a
local
small
business
Cyan
has
been
collaborating
with
the
build
a
social
media
presence.
My
partner
and
I
know
the
importance
of
a
strong
social
media
campaign
when
it
comes
to
growing
your
small
business.
Both
of
us
however
had
little
to
no
knowledge
of
how
to
make
that
happen.
Casey
and
Ryan
were
patient
and
professional
in
helping
us
develop
our
Facebook
pages.
They
first
did
a
full
analysis
of
where
the
audience
for
our
business
would
most
likely
be
found.
They
provided
us
with
information
and
statistics
from
the
different
sources
they
used
to
find
what
venue
would
best
fit
our
needs,
and
then
showed
us
how
to
most
effectively
use
those
tools.
On
Facebook
they
helped
us
understand
the
benefits
of
business
vs.
an
interest
page,
and
how
they
would
both
benefit
us.
Both
pages
were
set
up
and
then
administered
by
Casey
and
Ryan
for
the
first
month
so
they
could
best
determine
how
the
audience
was
responding.
Once
their
research
was
complete
they
met
with
us
again
to
help
us
understand
the
needs
of
our
audience,
and
instruct
us
on
an
effective
posting
schedule.
Once
the
posting
was
turned
over
to
us
they
continued
to
monitor
our
pages
and
make
suggestions
to
help
make
them
more
interactive.
They
showed
us
how
to
use
Facebook
insights
to
learn
how
to
reach
out
to
our
audience.
They
also
helped
us
understand
the
importance
of
Tags
and
how
to
incorporate
them
into
our
posts.
We
are
now
leaps
and
bounds
ahead
of
where
we
would
be
without
the
hard
work
and
support
of
Casey
and
Ryan.
-­‐
Jodi
Mills
Key Goals
• Find key information quickly
• Information on cost
• Information on services/process
• Information on how to request
services
• Learn how social media can achieve
business goals
Behaviors
• Reluctant to spend large amounts of
money on social media
• Generally doesn’t have a lot of extra time
to research social media
• Is business savvy but not overly tech
savvy
We Must
• Make site simple and extremely easy to
use
• Use site to sell the importance of social
media
• Provide affordable services affordable by
small business
We Must Never
• Make site too large and confusing
• Explain social media too in-depth
Rob Lopez
“I know social media can help my
business. But how?”
Owner - Express Heating Repair, LLC
ob has run a home heating repair busi-ness
for the last three years. He has
grown his business over the last few
years and now has a staff of 15 employees. Rob
would like to expand further into multiple loca-tions
and thinks social media would be an efficient
and cost effective method to drum up enough busi-ness
to do so.
Rob has used social media a bit himself personally and
also has a nephew who knows how to use Facebook and
social media. However, Rob isn’t sure if his nephew, or his own
knowledge, would be enough to help get the best business results
from social media. Rob turns to Google to search out any
professional options in the area to help him with his social media
plans. Rob doesn’t have a lot of extra time on his hands and needs
to learn about the social media services available to him quickly.
R
Appendix 1-D
Logo/Branding
Product Portfolio/Clients Request Quote Why Social Media? Contact Us
Facebook
Twitter
Background graphic extending
behind logo
Mantra Statement/
Explanation blurb
How it Works - ow diagram
Secondary
Graphic
Logo/Branding
Product Portfolio/Clients Request Quote Why Social Media? Contact Us
Facebook
Twitter
Background graphic extending
behind logo
Logo/Branding
Product Portfolio/Clients Request Quote Why Social Media? Contact Us
Facebook
Twitter
Background graphic extending
behind logo
Request a Quote Request a Quote Request a Quote
Learn more... Learn more... Learn more...
Package 1 Package 2 Package 3
$500 $1000 $1500
Breadcrumb Page Title Breadcrumb Page Title
Request a Quote
Package 1
$500
Component Title
Component Title
Component Title
Component Title
Menu
Mantra Statement/
Explanation Blurb
How it Works -
ow diagram
Logo/Branding
Facebook
Twitter
Menu
Logo/Branding
Facebook
Twitter
Mantra Statement/
Explanation Blurb
How it Works -
ow diagram
Product
Porto io/Clients
Request Quote
Why Social Media?
Contact Us
Logo/Branding
Facebook
Twitter
Menu
Breadcrumb Page Title
Package 1
$500
Request a Quote
Learn more...
Package 2
$1000
Logo/Branding
Facebook
Twitter
Menu
Breadcrumb Page Title
Component Title
Request Quote
Request Quote
Request a Quote
Package 1
$500
Menu
Functionality Scroll
Scroll
rst screen
to
last screen
cyansocialmarketing.com Wireframe
Seeking Product Information - Ryan Lloyd
Menu
Functionality Scroll
Scroll
rst screen
to
last screen
cyansocialmarketing.com Mockup
Seeking Product Information - Ryan Lloyd